Houdini’s Eva Karlsson: “This is more than a solution – it’s a counteraction”
For over 20 years, Houdini Sportswear has championed innovation and sustainability in its range of durable, minimalist performance wear. So, it’s a true privilege that they’ve joined us as a launch partner –because when it comes to circularity, few other brands in the world have walked the talk like they have.
Houdini Sportswear has partnered up with Syre with the ambition to have a fully circular and waste free ecosystem in place by 2030 and for textile-to-textile recycled fibers to re-emerge as the company’s primary source of polyester. Houdini has committed to sourcing 50% of their polyester usage from Syre circular polyester for a period of three years.
As we announced the partnership, we asked Chief Creative Officer and co-founder Eva Karlsson about Houdini’s decision to partner with us – and what it means to commit to truly circular polyester.
Houdini is recognized for its innovative work and strong commitment to circularity. What is it about Syre’s solution that aligns with your philosophy?
“Syre’s ambition aligns with ours – from mimicking nature in creating circular flows within biomes at a systems level, to constantly pushing boundaries through material and technology innovation down to the molecular level. This initiative is more than a solution, it’s a counteraction to bottle-to-textile recycled polyester fiber, which unfortunately has evolved into the dominant source on the global market. It’s also a testament to our collective belief that wicked problems must be solved – and that they can with some human ingenuity, cross-disciplinary innovation, creativity, and grit.”
Can you give examples of how you are already working with circular material flows, and how the collaboration with Syre can help you take the next step?
“The most important step for us, a brand that has been designing for circularity since 2001 with 87 percent of products currently being circular by design, is to reestablish textile-to-textile recycled fiber as our primary source of polyester. Syre can enable that shift. Having a 100 percent circular and waste-free ecosystem in place by 2030 is our target and a stepping-stone on the pathway towards becoming regenerative.”
What role do you think partnerships like this will play in the future of the industry?
“Partnerships like this one are essential to accelerate the transition from linear to circular and evolve as an industry. No one can do circularity on their own but together we can actually make it happen.”