Houdini

Houdini was founded by Lotta Giornofelice in 1993 out of an interest in climbing and off-piste skiing. The name Houdini came to her after a climbing trip in Chamonix when she and her party found themselves in a dangerous situation. One of the party shouted "Save me Houdini", hoping to access the powers of the world-famous escape artist. Whether that's what saved the day remains to be seen.

Houdini aims to develop products that are smarter, better and more sustainable than their predecessors. Working from a circular mindset, the company strives for a flexible wardrobe that places less demand on ownership, and instead emphasises repair, reuse and rental services.