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Sustainable, Swedish, Performance Brand Houdini Partners with REI for Flagship Shop-in-Shops

December 18, 2019

Stockholm, Sweden – December 18, 2019 Houdini, the Swedish outdoor apparel brand at the forefront of sustainable performance design, announced their shop-in-shop presence at REI. Four REI flagship stores, including Denver, Seattle, Chicago, and SoHo, will feature the assortment through January 2020. The stores feature Houdini’s design DNA using light birch wood, boxes and racks as well as signage made from recycled cardboard to create a full shop-in-shop experience.

“This partnership brought together two companies passionate about protecting the outdoors and to see how well the Houdini design DNA blended with the REI stores is really fantastic,” said Olle Keppel, Project Manager at Houdini. “For the REI project, we utilized modular shelving and box units that allowed us to design four completely unique layouts, each aiming to create a positive and welcoming feeling which is what Houdini is truly all about.”

One hundred percent of the fabrics used in the Houdini collection are either Bluesign-certified, contain recycled or recyclable fibers or are renewable/biodegradable. REI shop-in-shop featured styles include:

Fall In Parka
MSRP: $700
Wind and waterproof parka padded with Primaloft. Classic, long cut with large, adjustable hood. The Fall In Parka will keep you warm in any weather.

One Parka
MSRP: $450
Classic, longer cut parka in waterproof and breathable shell fabric. Guaranteed to keep you dry all year round.

Power Houdi
MSRP: $200
A Houdini classic. Fleece jacket in Polartec Power Stretch Pro. Minimalist design that works both in extreme conditions and for everyday comfort.

Alto Houdi
MSRP: $250
Warm and cozy wool hoodie made in merino wool and Tencel® mix. A perfect natural alternative to synthetic fleece.

About Houdini

Houdini is a Swedish outdoor brand at the forefront of sustainable performance design. Together with an odd band of designers, scientists, artists and adventurers, they are changing the way outdoor clothing is made and used. The entire collection is recycled, recyclable, renewable, biodegradable or Bluesign® certified. For more information visit houdinisportwear.com and @houdinisportswear on Instagram.