"We want people to live closer to nature”

Nanny Bergstedt, Communications at Houdini

One company that has long been at the forefront of sustainability and circularity is outdoor brand Houdini. Back in 2012, they started offering clothing and equipment rentals with sustainability in mind. Today, others have caught on to the trend of providing access as an alternative to selling, but Houdini remains the leader in its field. 

“I started working at Houdini eleven years ago and in 2012 we started offering clothing rentals. These days, more and more companies are doing the same," says Nanny Bergstedt, who works in communications at Houdini.

“I myself have always been a fan of secondhand and sharing options. The library is one such place I often go back to, but I also often buy secondhand clothes and other products. I believe in repairing and caring for clothes to make them last.”

Houdini was founded in 1993, and since then has constantly evolved to make it easier for people to get outdoors and into nature. Houdini now works constantly with sustainability, by renting out clothing and equipment via the website and directly in stores. You choose how long you want to keep the clothes, from one week to three weeks, and after the rental period you can choose to buy them if you want to. 

Houdini has been challenging norms since it was founded in 1993. The brand was created, and is still led, by women and was among the first to offer sustainable design and circular business models. 

“The aim of Houdini is to get people to live closer to nature, and to make that possible without overexploiting the world's resources. We want to be part of the ecosystem instead of standing on the sidelines.” 

Even for people who want to purchase their clothes, there is a more sustainable option – the secondhand clothes sold exclusively on Houdini's website. They also offer clothes repair services. 

“Our products are high quality and will last for years. This means renting or buying secondhand is no problem, and we are happy to offer both at Houdini.”

Although Houdini also sells products, the driving force has never been to get more people to consume, but rather to get more people closer to nature. By renting out clothes, even more people can access the equipment to make that possible, while Houdini also gives back to nature in the process.

“The way people are consuming today is unsustainable. However, the onus shouldn’t be solely placed on the individual, as it is now. We're expected to be experts in the materials we wear, the food we buy, how houses are constructed and everything in between. Those who govern and legislate should take greater responsibility, but companies should also make it easier for us consumers to live sustainably by offering effective solutions to the problem. I think Houdini has achieved that!”

Tune in to our podcast Thank you for sharing, where M’s Sustainability Lead Steinar Danielsen invites interesting guests to talk about issues around sustainability and the opportunities to reclaim space, time, and money in our lives and cities.

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Founder and CEO of CAKE
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