The Swedish outdoor brand is launching a revolutionary store concept to challenge conventions and transform consumption for good. Users can purchase, rent, or subscribe to everything from new to used garments, including well-used repaired items and exclusive tailored pieces.

All items in the Stockholm store, which opened its doors in September, can be obtained for rental, purchased new, or bought used. Naturally, their long-standing repair and recycling services are also part of the program. ”The purpose of Houdini Circle is not to maximize profit but to create maximum value for all involved parties. That’s what our business is about. Sustainability and good business go hand in hand. This initiative is no exception,” says Eva Karlsson, CEO of Houdini.

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