Sportswear Brand Houdini Harnesses The Power of Nature

Swedish sportswear brand name Houdini has usually needed you to place your telephone down and go frolicking in mother nature — now it’s launching a bold new brand name messaging initiative in circumstance you wanted some extra convincing. Entitled “Forward to Nature”, the narrative is the brand’s most bold still, and is becoming released with the launch of a 65-next film.

Character is life’s finest designer. Imitating purely natural design and style has supplied humanity its most considerable technological advancements to day — assume maritime navigation, electrical energy, and flight. Houdini aims to just take all-natural layout just one move even more by combining it with condition-of-the-art human technological innovation to lessen the environmental impact of garment generation — that’s what “Forward to Nature” is all about. As the movie explains, “We have to have more style that considers lifetime in all its complexity.” Houdini is nicely-positioned to deal with this challenge, owning currently swum against the stream of the fashion industry by releasing the Mono Air, the world’s to start with fleece jacket engineered to stop microfiber shedding — an huge phase ahead supplied that the textile marketplace is the premier acknowledged supply of maritime microfiber pollution. What is much more, the jacket’s style is open-source, out there to download so that everyone can study from it, and make upon it. If that is not ahead to character, we do not know what is.

Houdini CEO Eva Karlsson shares that the campaign’s main concept of hunting to the future is reflected in the impressive technological innovation used in the movie. “We want to help reconnect individuals to character but don’t think that going back again in time is the resolution. We consider that the solution is identified when four billion a long time of organic innovation come jointly with human creativity”, she states.

Concentrating on dynamism and circularity, the film features speed ramps, spins, motion blurs, and morphing which change and rotate every single visual into the following, creating a fluid and fast-paced environment into which viewers are beckoned. The movement of the frames highlights the complexities of present day dwelling — human beings are continually in motion, mixing in between natural and artificial worlds, in a whirlwind cycle that starts and ends with nature. In order to bring its cyclical character narrative to life, the model enlisted the assist of two artistic powerhouses for the campaign’s development: directing duo SOB and creation firm Spindle. The latter’s amazing portfolio consists of do the job throughout all genres and platforms, for brands and businesses including Google, Greenpeace, and Mercedes-Benz.

Founded in 1993 by keen mountain climber Lotta Giornofelice, the model has developed noticeably from its humble beginnings, and is now moving into what Niclas Bornling, Houdini’s GM North The us and head of international model, phone calls a “fresh world-wide model acceleration”. And it does not conclusion there. Houdini is likely entire pedal to the steel and opening a brand name-new flagship shop proper on Stockholm’s lively Kungsgatan at the close of October. Compared with its magician namesake, there will not be any disappearing heading on right here any time quickly.

Houdini Sportswear is obtainable on the web now