On top of that, everything we do is transparent to help other producing companies to choose the right way without have to do all the investigating work we have already done.” It is in our DNA to work for sustainability, we love the nature and want to contribute with the clothes so that more people can experience that feeling, all without stealing resources from the earth. Eva Karlsson, CEO stated: “An award like this is important and positive since the fashion industry affects both the lifestyle of us all and the way we consume products, and it is absolutely necessary as the textile industry is one of the worst industries for the environment. This prize honors actors in the fashion industry who work distinctively with sustainability. More recently, the company received the H&M and ELLE Conscious Award in January of 2017. For example, Houdini Sportswear was awarded the Gold ISPO Award and the Gold Scandinavian Outdoor Award in 2015 for the design of the Corner Jacket. Regarding awards, the label and its members have been recognised for innovative work and consciousness. Another milestone was set with the launch of products made from recycled polyester in 2007. Indeed, this is not surprising in the current world of trending athleisure, but it was back then. Then, in the early 2000s, Houdini Sportswear began to produce base layers and insulated clothing, introducing attractive functional garments. In an industry dominated mainly by men, Houdini also gained attention merely for being a modest, irreverent commercial enterprise run by women. She started a small-scale production of functional underwear, which quickly gained popularity among climbing circles. Lotta Giornofelice discovered the still largely unknown material during a skiing and climbing trip to New Zealand. Those are products that allow an enormous freedom of movement and pack lighter: two great features when exploring the great outdoors. The company was founded in 1993 in Stockholm and is a pioneer in the development of technical performance base-layers made with stretch fleece. People who love this planet as much as we do and therefore want to help protect it,” their website declares. “We make products for curious people with big hearts. As they declare, their vision is “to help people experience more, perform better and have more fun, without leaving any impact on the environment.” Thus, Houdini designs clothes and accessories bearing in mind a conceptual triangle formed by sustainability, aesthetics, and function-all three elements in perfect balance. Houdini Sportswear is a Swedish company that displays a wide range of products, from underwear to shell garments for men, women, and children.
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