Houdini Sportswear

Houdini Sportswear is a Swedish outdoor and sportswear label founded in 1993, headquartered at Finnboda in Nacka, greater Stockholm. It makes minimalist, multipurpose layers from recycled, recyclable and bluesign-approved materials, led by the Power Houdi fleece and lightweight Aero wind shells. Circularity runs through the business: rental, subscription, repair, trade-in and second-hand, anchored by the Houdini Circle store opened in central Stockholm in 2023. Co-founder Eva Karlsson moved to Chief Creative Officer when Knut Are Høgberg became CEO in February 2025. The company remains privately held and independent.