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STOCKHOLM (October 6, 2021) — Houdini, the global circular sportswear company, committed to designs that are timeless, functional, minimalist, with an eye on 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 social channels, “stars” Houdini’s iconic styles telling their stories through emotional and humorous snippets.
On average, garments are worn 7-10 times in the western world (source: The Ellen MacArthur Foundation). After that, they are often left unused or discarded. The average Power Houdi is used 1,287 times. This means Houdini and Polartec are designing products that are used 100 times more than the average garment, gathering that many more stories.
“Our clothes are woven with life’s rich experiences,” says Niclas Bornling, head of brand and DTC sales for Houdini. “Whether it’s scars or stitches earned on a friend’s dare or stains from meals with friends — all are signs of experiences and lives well lived. Not only does this campaign put our heart and soul on raw display through honesty and transparency, it requires us to be better human beings by taking care of our clothing for life, eliminating the need to buy new. It challenges creative advertising conventions by being completely real — not only about our thoughts, but about the world we live in, the experiences we have — and it does so with humor that’s very much in line with our brand.”
The campaign includes four creative approaches in different environments and features the quintessential Power Houdi and the Mono Air Houdi. The Power Houdi is made with the exceptional Power Stretch Pro from Polartec, a garment that is soft, comfortable, durable and Bluesign® certified. The Bluesign® Label means that the production is vetted by a third party eliminating any harmful chemicals or substances right from the beginning of the production process. This benefits both people, animals and the entire planet. The Mono Air Houdi is completely circular, made from a light fabric construction, Polartec Power Air®, where fibers that trap warm air are encapsulated in small pockets. It is a breathable fleece jacket that sheds a fraction of the microplastic compared to a normal fleece with a significantly reduced risk of microplastic waste ending up in the ocean. Stories include:
- The Artist – “I used to live in the house. Now I live in the garage.”
- The Climber – “I think she hates me.”
- The Old One – “I love getting old.”
- The Sailor – “See the world and then be shredded. That’s the plan.”
Developed in-house by Houdini’s creative team, The Storyteller will roll out at various times across markets globally and come to life with a six figure spend on these elements;
- Monthly Magazine integrated program
- Organic Houdini social media: #WearYourStories
- Website enhancement
- Paid social media
- Influencer amplification
- Retail marketing
“We’re thrilled to partner with Houdini on their campaign celebrating the Power Houdi and the Mono Air Houdi, just as we’ve partnered on product development for almost 30 years,” says David Karstad, Polartec VP of Marketing and Creative Director. “The Storyteller campaign perfectly expresses the sustainable ethos and value added by Polartec fabrics, namely the comfort and durability it takes to become a lifelong companion.”
Polartec®, a Milliken & Company brand, is the premium provider of innovative and sustainable textile solutions. Since inventing the original PolarFleece in 1981, Polartec engineers continue to advance the science of fabric by creating problem solving technologies that improve the user experience. Polartec fabrics offer a wide range of functionality, including lightweight wicking and cooling, warmth and insulation, breathable weather protection, fire resistance, and enhanced durability. Polartec products are used by performance, lifestyle, and workwear brands from around the world, the U.S. Military and allied militaries, and contract upholstery markets. For more information, please visit Polartec.com and follow Polartec on Instagram, Twitter, Facebook and LinkedIn.
Houdini is an odd band of friends from Sweden on a quest to reimagine the future of circular sportswear. Ever since the start in 1993, Houdini has challenged the norms of the outdoor industry, as a company led by women, as innovators of sustainable design and as pioneers of circular business models. Ultimately, Houdini wants to enable and inspire people to reconnect to nature.
Houdini Media Contact:
Kelly Blake- CGPR
Polartec Media Contact: