Houdini Dunfri Jacket

This story begins in the late 80s and early 90s when a young Lotta Giornofelice was working as a climbing and off piste skiing instructor and guide. She shared her time between Åre, Chamonix, La Grave, Kebnekaise and other places around the world in pursuit for the best skiing spots and climbing routes. During a climb on Pyramide du Tacul in Chamonix, Lotta and her crew found themselves in an exposed and dangerous situation. Somebody called out “Save me Houdini” to summon the powers of the famous escape artist. If it was the spirit of Houdini that helped them off the mountain that time remains unknown but the saying became an instant classic and a given name for Lotta’s new clothing brand. A company run by a woman was something that stood out in the outdoor business. Now, over 25 years later, Lotta is still a part owner of Houdini, but she is no longer a part of the daily operations. — Houdini was founded because I needed clothes that didn’t exist, Lotta remembers. I am very proud of what I did achieve and to see how Houdini is evolving. Especially for the sustainability work that lies at the heart of everything that Houdini does. Houdini’s history is characterized by a constant will to shake things up. We are inspired by Lotta’s determination, creativity and will to drive innovation. We want to create better products, challenge existing norms and change the things we don’t believe in. That’s when we are at our best.