Houdini free trial how to#
Houdini free trial full#
Houdini free trial trial#

Houdini free trial how to#

We need to help our end users understand how to maintain and care for their garments. When it comes to water repellency we feel that we can deliver a similar if not better performance, but when you start looking at oil repellency - it's not quite in the same ballpark. The first massive hurdle was to uphold the performance aspect of what we do. Okie: What were the biggest obstacles when it came to this transition?Дanielsson: Performance and education. We wanted to lead by example and work with our suppliers to push forward in that direction. As a small company, we needed to set a clear direction of what the win-wins were.

Houdini free trial trial#

From the chemistry to looking at how different materials bind together - there was a lot of trial and error. We started the process back in 2012 and itвЂ™s been a long, long journey. It's really a question of keeping our products and resources clean so they can go from one use to the next. Jesper Danielsson: Phasing out PFAS was one step in our journey towards creating a circular system. Tell me a bit about the motivations that led to this strategy, and what it took to achieve it. Suz Okie: PFAS are obviously top of mind, but Houdini has been PFAS-free since 2018. It has been edited for length and clarity. HereвЂ™s my interview with Danielsson, exploring the numerous facets of HoudiniвЂ™s circular aspirations. If we take a step back and look at nature as the blueprint, the goal is a system where one piece feeds another, feeds another into a bigger circle: a systemic approach.

In fact, their goal is to have all products and services be circular by design this year, and for the entire Houdini ecosystem - across its value chain and user phases - to be designed for circularity by 2030.

Houdini free trial full#

From material selection - 100 percent of their fabrics are recycled, recyclable, renewable, biodegradable or Bluesign certified - to the implementation of rental, subscription, resale and repair business models to the circular design principles that guide their ethos -В Houdini is going full steam ahead towards a fully circular system. Leveraging Atmos - a hydrophilic membrane made with recyclable polyester - and a biomimicry-inspired, water repellency treatment by Organotex, HoudiniвЂ™s water-repellent outdoor products have been PFAS-free since 2018.Д«ut thatвЂ™s not where their circular credentials stop. ThatвЂ™s why I sat down with Jesper Danielsson, head of design and product at Houdini Sportswear, a small outdoor apparel company based in Stockholm, Sweden. But some organizations are ahead of the curve. Meanwhile, in the private sector, a wide variety of corporations have committed to phasing out PFAS use in the coming years. Increased scrutiny has led to some promising developments: The EPA has recently established a strategic roadmap to study and address PFAS and a patchwork of state regulations are tackling forever chemicals in things such as drinking water and packaging. Just last week, a new study by Toxic-Free Future revealed nearly 75 percent of products labeled as water- or stain-resistant contain forever chemicals, a finding that tarnished retailers from Walmart to REI.

Thanks to their unique repellent properties, PFAS are used widely in a variety of goods - everything from beauty products to apparel to food packaging and beyond. Known formally as вЂ‹вЂ‹perfluoroalkyl or polyfluoroalkyl compounds and informally as 'forever chemicals,' the roughly 5,000 human-made compounds that fall under the PFAS umbrella are highly persistent, linked to a variety of adverse health effects and alarmingly present in drinking water, food and even blood and breast milk across the nation.ДЄnd itвЂ™s no wonder theyвЂ™re seemingly everywhere.

Over the past several years, the condemnatory buzz that surrounds PFAS has grown louder. This article originally appeared in our Circularity Weekly newsletter.