Haute couture meets outdoor wear. Houdini Sportswear and the newcomer fashion brand Hodakova want to give a new impulse to circularity in the fashion industry.
Their project is more than a partnership. It is a reciprocal exchange of know-how and strengthening of new ways of working, while it aims to set a new model, encouraging fashion to embrace a more circular model.
Within Hodakova runway show held during the last edition of Paris Fashion Week, the brand presented 13 pieces made by deconstructing, repurposing and upcycling Houdini pieces which were no longer suitable for resale into new high-fashion clothes.
In an industry where secrecy, brand control and ownership are the norm, sharing materials, exchanging design philosophies and incorporating the Houdini logo as a design feature is what makes this partnership innovative. The collaboration between Houdini Sportswear and Hodakova sets the start for actual examples of co-creation and circularity in fashion.
The collection pays homage to human ingenuity and craftsmanship by transforming technical outdoor pieces from Houdini Sportswear into Hodakova's single piece circular works of art.
"The collection is a celebration of human ingenuity and craftsmanship, transforming technical outdoor pieces from Houdini Sportswear into Hodakova's unique circular designs,” said Eva Karlsson, CEO, Houdini Sportswear.
The collaboration between the two players began in 2019 when Ellen Hodakova Larsson designed her graduation collection for her studies at the Swedish School of Textiles. She created a one-of-a-kind luxury fashion piece from two pairs of Houdini BFF shell-layer pants and used the Houdini logo as a design feature for her creation.
The unique pieces will be sold through top-end retailers as well as through hodakova.com
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