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Houdini, the Swedish circular sportswear company, is expanding its circularity platform, opening the first retail concept of its kind on 28th September in Stockholm’s premier shopping district.
Customers have a variety of access options, including renting clothing, subscribing to clothing, buying new, used, or exclusive recreated items, trading in clothing for other Houdini items, all at one location.
Additionally, Houdini CEO Eva Karlsson is urging guests of these events to join her in “Live Large with Less” by reducing one’s wardrobe in an effort to combat overconsumption. This is in advance of Climate Week NYC and fashion weeks in New York, London, Milan, and Paris.
“With the world gathering in New York City to discuss the urgent climate crisis and the fashion world descending on iconic cities, we must bring circularity front and center and set an example,” said Karlsson
Houdini Circle is introducing the first outdoor clothing subscription service as part of its offering, allowing people to sign up for seasonal groupings and swap things in-store.
The basic subscription comes with a base set of bottoms, a midlayer, and a jacket. More pieces can be added by subscribers to raise their subscription. In 2024, Houdini plans to introduce the subscription service in the United States.
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