Houdini

Houdini is a Swedish outdoor label from Stockholm, and its story starts with Lotta Giornofelice, a climber and off-piste skiing instructor. She wanted to sell clothes made for specific activities, keeping the key muscle groups warm while staying breathable and comfortable. Her fleece underwear was an instant success and soon the talk of the mountains. The first collection came out in 1993, made by a local seamstress in Vallingby near Stockholm. The look is stylish and minimalist, which made the label stand out as an outdoor business run by a woman. Look at the One Parka, a waterproof 2.5 layer shell with elasticated cuffs. Houdini describes itself as aiming to be a positive and regenerative force for society and the planet.