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Houdini

The Swedish brand combines minimalist design and maximum functionality with consistent sustainability. 100% of all materials are made from renewable or recycled raw materials, recyclable, biodegradable or certified.


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More about Houdini

Why is Houdini a WIR DENKEN UM brand?

For Houdini, there is no contradiction between sustainability and business. In its manifesto, the brand fixes its sustainable actions for a future worth living. As a WIR DENKEN UM brand, Houdini is characterised above all by the following points:


- The company is committed to responsibility throughout the supply chain

- The company produces locally in the EU and promotes fair working conditions

- The company pursues an environmentally friendly, resource-saving production policy

- The company is climate neutral


Maximum Functionality. Minimun Environmental impact.

In their manifesto, the Swedes commit to consistent sustainable action: "What drives us is a deep love for nature and the experiences it gives us. That’s why Houdini does everything in its power to treat the earth and people with respect and to make consumption as environmentally friendly as possible. Meanwhile, the entire collection is produced under environmentally and socially responsible conditions. All materials used are either made from renewable or recycled raw materials, recyclable, biodegradable or Bluesign-certified. Houdini is consistently taking the next steps on the way to a circular economy: while more than 60 % of all collection items are currently recyclable, the aim is to reach 100 % by 2022 and to establish alternatives to linear consumption. The company is focusing on rental, repair and second-hand. Houdini’s promise: "We will never slow down until we have reached the goal of a fully sustainable textile industry."