The Swedish outdoor brand opened the doors to its Houdini Circle retail space in September 2023, providing a space for the brand to bring all its circular practices under one roof.
The brand looks to disrupt traditional consumption patterns, offering sustainable alternatives to the linear business models that most brands adhere to around consumer goods. Customers can buy, rent or even subscribe to all the brand’s offerings, including new and second-hand clothes, repaired pieces and one-off remake items.
The brand looks to give customers the power to decide how they access the products on offer. Instead of categorising garments as new, rental or resale items, any item in the store might be new or second hand, and any item can be rented.
“So far, most sustainability stories are focused on production, with brands still relying on one particular business model that is portrayed as the silver bullet that enables change. If we want to truly transform our industry, we need to start offering seriously better alternatives to what’s out there, and make sure these alternatives are accessible to more people,” says CEO Eva Karlsson.
ADD WORKGROUP