Tuesday, October 19 2021

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STOCKHOLM (October 6, 2021) Houdini, the circular global sportswear company, committed to timeless, functional, minimalist designs committed to doing more with less, announces the launch of its global marketing campaign, “The Storyteller” in collaboration with Polartec®. Specifically, this marketing initiative, in partnership with a media outlet and on Houdini’s social networks, “showcases” Houdini’s iconic styles telling their stories through emotional and humorous snippets.

On average, clothes are worn 7-10 times in the Western world (source: The Ellen MacArthur Foundation). After that, they are often left unused or thrown away. The average Houdi power is used 1,287 times. This means that Houdini and Polartec design products that are 100 times more used than the average garment, bringing together so many stories.

“Our clothes are woven from rich life experiences,” says Niclas Bornling, Brand and DTC Sales Manager for Houdini. “Whether it’s scars or stitches gained from a friend’s challenge or stains caused by eating with friends, all are signs of experiences and lives well lived. Not only does this campaign showcase our hearts and souls through honesty and transparency, but it forces us to be better human beings by taking care of our clothes for life, eliminating the need to buy them. again. It challenges creative advertising conventions by being completely real – not just about our thoughts, but the world we live in, the experiences we have – and it does so with a humor that’s very much in keeping with our brand.

The campaign includes four creative approaches in different environments and showcases the quintessential Houdi power and the Mono Air Houdi. The Houdi power is made with Polartec’s exceptional Power Stretch Pro, a soft, comfortable, durable and Bluesign® certified garment. The Bluesign® label means that production is controlled by a third party eliminating any chemicals or harmful substances early in the production process. This benefits both humans, animals and the entire planet. The Mono Air Houdi is completely circular, made from a lightweight fabric construction, Polartec Power Air®, where fibers that trap hot air are encapsulated in small pockets. This is a breathable fleece jacket that removes a fraction of the microplastic compared to normal fleece with a dramatically reduced risk of microplastic waste ending up in the ocean. Stories include:

  • The artist – “I lived in the house. Now I live in the garage.
  • The climber – “I think she hates me.”
  • The old – “I like to grow old.”
  • The sailor – “See the world and then be shredded.” This is the plan. “

Developed in-house by Houdini’s creative team, The Storyteller will roll out at various times in markets around the world and come to life with a six-figure spend on these items;

“We are delighted to partner with Houdini on their campaign celebrating Power Houdi and Mono Air Houdi, just as we have partnered with product development for nearly 30 years,” said David Karstad, vice president of the marketing and creation of Polartec. “The Storyteller campaign perfectly expresses the sustainable ethic and added value of Polartec fabrics, namely the comfort and durability necessary to become a companion in life. “

About Polartec®

Polartec®, a Milliken & Company brand, is the premium provider of innovative and sustainable textile solutions. Since the invention of the original PolarFleece in 1981, Polartec engineers have continued to advance fabric science by creating problem-solving technologies that enhance the user experience. Polartec fabrics offer a wide range of features including lightweight wicking and cooling, warmth and insulation, breathable weather protection, fire resistance and increased durability. Polartec products are used by performance, lifestyle and workwear brands around the world, the United States Army and Allied Armies, and contract upholstery markets. For more information, please visit Polartec.com and follow Polartec on Instagram, Twitter, Facebook and LinkedIn.

About Houdini

Houdini is a strange group of Swedish friends on a quest to reinvent the future of circular sportswear. Since its inception in 1993, Houdini has challenged the standards of the outdoor industry, as a business run by women, as an innovator of sustainable design and as a pioneer of circular business models. Ultimately, Houdini wants to empower and inspire people to reconnect with nature.

Houdini media contact:
Kelly Blake – CGPR
[email protected]
415-624-7030

Polartec media contact:
Emerald storer
[email protected]



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