Houdini’s new hub allows it to ‘do more’
01/11/2022
The store houses a dedicated Care section, developed in partnership with home appliance manufacturer Electrolux, headquartered in the city. Customers can thus bring articles previously purchased or rented from Houdini in for a refresh, wash or upgrade, the brand says. Lifespan-extending durable water repellent (DWR) treatments are similarly available on-site.
Upcycled materials “representing the local biome” form a key part of interior structure, including furniture made in the workshop of Houdini's art director, Per Örås.
“We want to cultivate relations, a stark contrast to the purely transactional character of much of the apparel industry today," said chief executive Eva Karlsson. “With relations comes care, sharing, gratitude and love. We don’t need more clothes. We need clothes that can do more.”
Read more about the company’s eco-forward approach to making apparel in WSA here.
Houdini’s new Kungsgatan 30 location. Credit: Houdini Sportswear.
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