In the early 90’s Houdini was the first company to develop performance underwear in stretch fleece. While on a skiing and climbing road trip in New Zeeland they discovered stretch fleece, a, at the time, revolutionary fabric and started developing products in accordance with their and their friends' needs and desires. Products that except for keeping them warm and dry provide exceptional freedom of movement, progressive styling and the possibility to pack lighter, carry less, and go further.

Since then they have developed the range into a complete line of Core Comfort performance products including underwear, base layers, insulation and shells. Houdini's progressive approach to performance, style and sustainability is unmistakable. Houdini is the brand of choice among Scandinavia’s core athletes and high-end retailers. The products are worn for their aesthetic values, just as often as for their level of performance. Today a substantial part of the range is made from recycled or renewable fibers, an even greater proportion is fully recyclable or biodegradable.