The story of Houdini began during a climb on Pyramide du Tacul in Chamonix, Lotta Giornofelice and her friends found themselves in an exposed and dangerous situation. Somebody called out “Save me Houdini” to summon the powers of the famous escape artist. If it was the spirit of Houdini that helped them off the mountain that time remains unknown but the saying became an instant classic and a given name for Lotta’s new clothing brand.

Pioneering sustainable performance gear designed for "dancing with the mountains" rather than conquering them. Driven by a mission to create multifunctional, high quality gear with minimal environmental impact, Houdini products are built to last, using eco friendly materials and are designed to be fully recyclable in a closed loop system.