Houdini’s latest collection, called The New Naturals, represents a contemporary collaborative approach to responsible product development. From base layer to shell layer the recently launched apparel offering is the result of close cooperation with The Woolmark Company, Lenzing Tencel and Südwolle Group, and reflects the high sustainability standards of all partners.

"The idea is to evolve natural fibers like Merino wool or Tencel Lyocell with the help of cutting-edge technology," stated Jesper Danielsson, head of design & product at Houdini Sportswear. “Natural resources, borrowed from nature and transformed into highly functional fabrics using the latest technology.” 

"Cross-industry collaboration is fundamental to not only share the journey towards more sustainable, circular practices and products, but also to achieve industry transformation. This is what makes Houdini's latest offering so exciting," commented Woolmark Company managing director John Roberts.

The New Naturals collection consists of three styles: Desoli base layers made from 100 percent Merino wool that is biodegradable and recyclable; Alto midlayers featuring a Merino wool / Tencel blend for soft yet superior thermal performance; and Lana shell layer showcasing an innovative fiber stretching technology to create a wind and water-resistant 100 percent wool fabric, without need for chemicals.