Known formally as perfluoroalkyl or polyfluoroalkyl compounds and informally as "forever chemicals," the roughly 5,000 human-made compounds that fall under the PFAS umbrella are highly persistent, linked to a variety of adverse health effects and alarmingly present in drinking water, food and even blood and breast milk across the nation. Over the past several years, the condemnatory buzz that surrounds PFAS has grown louder. This article originally appeared in our Circularity Weekly newsletter. In the Houdini online shop at Keller Sports you will always find the latest outdoor trends of the cult brand.Going PFAS free, and other circular lessons from an outdoor apparel company To turn thumbs and rest on their laurels is obviously too boring for the Houdinis. This is the company's promise to continue to push the limits of sustainable production in the future: "For us, there is no contradiction between sustainability and profitable management," says the company's homepage. But this is by no means the end of the road for the outdoor manufacturer. Whether through the company's climate-friendly shops, the initiated Second-Hand sales platform or the resource-conserving rental of Shell clothing - the Swedes do not lack good ideas. In addition to such innovative products, which always follow the company's simple yet elegant design line, Houdini is also constantly bringing a breath of fresh air to the industry with sustainable projects. HOUDINI - SUSTAINABILITY AS A STYLE FACTOR
With its hip workwear look, it is not only predestined for nature and skiing, but also cuts a fine figure in urban environments. In addition, when impregnated with PWR, it does not require the environmentally harmful fluorocarbon and can therefore be 100 percent recycled after extensive use. The three-layer hard shell jacket is made of recycled polyester. RECYCLING AS X-FACTOR IN HOUDINI PRODUCTIONĪpropos Shell: The Corner Jacket, which has won many awards, is also representative of Houdini's all-round sustainable approach. Well-known athletes who are equipped by Houdini are among others: Martin Krautschneider (Freerider), Marit Svarstad Andresen (Freerider, Climber) or Satoshi Tsukahara (Mountain Sports, Climber). The cuddly warm inside, which provides enough warmth under the shell during winter use, and the smooth and extremely durable surface provide further arguments for purchase. Made of Polartec Power Stretch, the Houdini classic scores not only with its elasticity and pleasant wearing comfort.
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On an outdoor trip to New Zealand Lotta Giornofelice came into contact with the then still new material Stretch Fleece and was immediately enthusiastic about it. HOUDINI - THE EMERGENCE OF THE OUTDOOR BRAND Beginning with the careful selection of the materials up to the tough quality standards in the production, which should guarantee the longevity of the pieces. Function and sustainability thus go hand in hand in the entire creation process of Houdini clothing. With this philosophy, the two girlfriends have been asserting themselves in the men-dominated outdoor industry since 1993 and courageously stand up to any resistance. This core message lies at the heart of Houdini's functional sportswear and is uncompromisingly implemented: The credo of company founder Lotta Giornofelice and today's CEO Eva Karlsson is that anyone who wants to discover nature must also protect it.