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Beyond the Bale : September 2019
Houdini’s Lana Jacket is made from 100% superfine Merino wool. The densely woven fabric has natural breathability as well as wind and water resistance. Houdini is a Swedish outdoor brand at the forefront of sustainable design for outdoor apparel. The brand’s “odd band of designers, scientists, artists and adventurers” are pioneers of a movement to reduce the environmental impact of textiles. Most of the fabrics it now uses are recycled and recyclable or renewable and biodegradable. The brand’s aim is to eliminate their negative impact entirely by designing a circular and regenerative system for both production and consumption. Water and wind resistant jackets made from 100% Merino wool were launched earlier this year by Swedish outdoor apparel brand Houdini, a company that has won awards for integrating sustainability into its business model. DON’T LET HOUDINI ESCAPE YOUR ATTENTION Houdini has had a busy year. It launched itself into the US and Canadian markets, whilst also further innovating its business model by opening a permanent clothing compost for worn-out wool garments and launching a pilot subscription program to complement its already existing rental service. 100% MERINO WOOL JACKET AND PANTS On the product side of things, a highlight for Houdini this year has been the launch of its four-season Lana Shell Jacket and Pants, which are both made from 100% superfine Merino wool of 16 micron. The fabric used in these two products is made using OptimTM technology that results in a very dense fabric that is both water and wind resistant without any chemical treatments, while retaining all Merino wool’s fine properties such as breathability. The fabric is a result of development by the Wool Development Centre set up in 2013 by AWI and Chinese company Nanshan. “We are proud to introduce the Lana Jacket and Lana Pants, a shell layer made in light, densely woven 100% Merino wool. No synthetic blends. No plastic coating. Just the pure performance of nature itself,” said Houdini CEO Eva Karlsson. Eva says the progressive material and minimalistic design make it visually appealing to a wide customer group from hard core mountaineers and hikers to the urban sophisticated. “We field tested Lana for extended periods of time together with authorised mountain guides, who demand as much from their apparel as they do from the rest of their equipment, stress-testing comfort in a wide range of situations and a broad variety of activities in tough conditions, as well as for travel and occasional days in town. “We got such awesome feedback. Lana does the trick in so many different situations, no matter what the outside conditions or activity level – and the styles are truly state-of-the-art.” HOUDINI’S CIRCULAR DESIGN MODEL Thanks to the fibre in the Lana Jacket and Pants being made from 100% Merino wool, the fabric is fully biodegradable. Houdini never mixes its natural fibres with synthetics and doesn't use harmful chemicals, so at the end of the garment’s life, the fabric should be pure enough to put in a compost and nature will transform the fabric into fertile soil. “Lana is circular by design, meaning the textile raw materials used are all renewable and biodegradable resulting in a product that is pure enough in its form to be recycled or composted at the end of life,” said Eva. “Nature is our blueprint for circular design. In nature nothing becomes waste but instead stays a resource. In our product design we mimic nature’s cycle, using renewable and biodegradable raw materials.” Eva Karlsson, Houdini CEO “Lana is at the essence of our philosophy of ‘nothing added that isn’t needed’. By questioning conventions and stripping fabrics from unnecessary treatments, membranes and coatings, we can form beautiful partnerships between nature and technology. In the case of Lana, it’s nature’s millions of years of innovation in partnership with state- of-the art weaving technology.” If a Houdini customer doesn’t have their own compost, they can return their worn- out wool garment to Houdini, which has recycling units in all its own stores and at many retailers. The priority however is to first extend product lifetime as much as possible, by caring for, repairing and rebooting each Houdini garment. You might not even get to the composting part but rather have a wool companion for life. MORE INFORMATION www.houdinisportswear.com/en/lana 12 OFF FARM
In the Shops - September 2019