In 1993, Houdini founder Lotta Giornofelice took a skiing and climbing trip that would change her life. Whilst there, she discovered the still largely unknown stretch-fleece material – and quickly realised its potential. From 2001, Lotta – together with designers Hanna and Eva Houdini – started producing functional sportswear and underwear that quickly gained popularity with climbers. The company’s breathable clothing is comfortable on the skin and masters extreme outdoor demands. Houdini have also since become recognised as a pioneer in environmental protection; with their collections mostly being made from recyclable fabrics. In 2008, this innovative and environmentally conscious trendsetter won the Sports Outfitters of the Year award.
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