M's Power Houdi

Houdini Sportswear was founded in Stockholm in 1993 by Lotta Giornofelice — a climbing and off-piste ski guide who was tired of not finding kit that worked for start-stop mountain days, and named the company after a panicked callout on a Chamonix climb. Eva Karlsson has led the company since 2001, and three decades in Houdini is one of the most credible voices in circular product design: mono-material construction that stays inside the recycling loop, Bluesign-certified fabrics, PFAS-free across the line, and a take-back program so the materials come home at end-of-life. The thesis fits on one line: we don't need more clothes, we need clothes that can do more.

The Power Houdi is the fleece that made Houdini — launched in 2003 and largely unchanged since, cut from Polartec® Power Stretch® Pro™, the reference midweight fleece fabric. Triple-fibre construction: recycled polyester for warmth and wicking, nylon for abrasion resistance, elastane for 4-way stretch. High collar, snug hood, thumb loops. Houdini's internal wear data puts the average Power Houdi at 1,287 uses per garment — this is the one fleece you replace three others with.