The Houdini brand has Scandinavian styling
A new outdoor brand will be gracing the rails of retailers in Britain with the arrival of Swedish company Houdini’s range.
The brand is strong on sustainability, with the company sporting Bluesign designation and offering 80 per cent of its clothing as either made with recycled or renewable fibres.
There’s a marked Scandinavian aesthetic to its range, which is pitched towards the top end of the market.
The company said all its clothing is made in Europe, mainly in Baltic countries and its brand is built on its baselayers, with the Airborn Tee made from a combination of silk and merino wool.
Its Power Houdi is a supple fleece produced in Premium Polartec Power Stretch Pro in a design which is celebrating its 10th year.
Houdini said: “The Power Houdi was originally designed to provide a close-fitting midlayer that wouldn’t add bulk or restrict movement.”
The Power Houdi is available in men’s and women’s versions, retailing at £180.
The women's Power Houdi
Moving up the range the Evolution Houdi uses construction methods more familiar in waterproofs. The company said: “This hooded jacket in Polartec Power Stretch Pro is our most technical fleece ever.
“With gluing, welding and laser cutting techniques, usually used when creating waterproof and durable shells, we have been able to strengthen up the Evolution Houdi like no fleece ever made before.”
The Evolution Houdi will sell around the £250 mark.
For its insulated jackets Houdini eschews down and goes for synthetic filling. The Mr Dunfri Jacket has Primaloft One insulation in garment tipping the scales at just 492g and retailing at £230.
The Surpass Shell Jacket is a lightweight and compressible, stretchy soft jacket that also has a waterproof rating of 20,000mm hydrostatic head.
It relies on a polyester waterproof layer with hydrophilic coating and its face fabric is made entirely from recycled polyester.
Because it has a polyester membrane rather than a PTFE one, the coat is fully recyclable.
The Surpass Jacket sells for £270.
Houdini’s UK distributor First Ascent says the range will be appearing in British shops progressively, with up to 10 shops stocking the brand by next winter.
The range can also be seen on the First Ascent website.
