![]() ![]() “I think showcasing solutions, rather than talking about all the problems, made people open to listening.” The dinner was a way to celebrate what Houdini had done with pure fabrics and to “infuse some hope” into a discussion that tends to veer towards doomsday, she says. ![]() She wants people to buy their clothing infrequently, think about what it is made of, wear it to death, and then send it back from whence it came so it can be recycled and worn all over again. But Karlsson works to a different set of standards: she wants Houdini Sportswear to “change the world”. She leads a company that is wildly successful by any corporate standards, with annual sales growing by 20 to 30 per cent and marketing its wares all around the world. “Nature is such a beautiful system, and it was a fun way to portray this by actually composting worn-out garments and creating fertile soil and then growing vegetables and serving a fine dining menu out of it,” says Karlsson. Over the preceding six months, the old sports gear, minus its synthetic seams, had been lovingly turned into compost so pure it passed stringent lab tests.ĭishes created by chef Sebastian Thureson as part of the Houdini composting project. All four courses used vegetables grown in soil from decomposed Houdini woollens. Billed as “the world’s first vegetarian fine-dining experience grown from old sportswear,” the dinner comprised such delights as “smoked Merino wool mushroom broth with pickled egg”, and “baselayer beet baked in salt with Swedish goat cheese and pickled black currant”. In April, in a cosy restaurant in Stockholm, eight ‘Houdiniacs’ sat down to a degustation dinner with Eva Karlsson, the chief executive of the sportswear brand they’re addicted to. Jeni Porter samples a menu grown from old wool clothing. Swedish sportswear brand Houdini has upended the traditional approach to the apparel market through its adoption of recycling, gaining market value in the process. ![]()
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