Innovative outdoor brand Houdini Sportswear is creating sportswear so pure that you can eat it.

Based in Sweden, with a passion for creating fantastic sportswear, they are making it in a circular economy that respects the living earth. The only fibres they use are tensile wool: organic fibres that can be used again and again and recycled polyester and recycled nylon. They’ll take back any clothing you’ve used, repair it for you and recycle that fibre.

Founded in 1993, Lotta Giornofelice discovered the largely-unknown stretch-fleece during a skiing and climbing trip to New Zealand. Her small-scale production of functional underwear quickly gained popularity among climbing circles. The company gained attention in an outdoor industry dominated largely by men.

Houdini introduced their first products made from recycled polyester in 2007 and today sustainability is a central component in everything they do: “When we design our products, sustainability and functionality always go hand-in-hand – neither is of any value without the other. We make products for curious people with big hearts. People who love this planet as much as we do and therefore want to help protect it.”

In April 2017 Houdini proved that their clothes are biodegradable by composting its old athletic apparel made from its 100% wool line and using it to grow food. They cooked a fine dining menu at a pop-up restaurant in Stockholm – using vegetables grown from the soil of their decomposed base layers.

AtlasAction: Houdini Sportswear was mapped by renegade economist Kate Raworth in her AtlasChart Top 3. Caution: contains an economics puppet rap battle!