Houdini, a functional life wear company committed to designs that are timeless, versatile and minimalist, unveils “Forward to Nature,” its first global brand messaging platform capturing the brand’s ethos focused on regenerative practices. Supporting the company’s steady growth, Houdini is opening a flagship store in Stockholm for the holiday season, located in Kungsgatan.
Forward to Nature will be integrated into earned, owned and paid media programs using the central theme, “We don’t need more clothes, we need clothes that can do more.” Forward to Nature was launched with a 60-second film, shot in the Ember studio outside London and directed by SOB and produced by Spindle, a progressive production company whose work spans all genres and platforms and has amassed several global accolades, working with world-renowned brands including Dior, Google, Greenpeace, Sony and Mercedes Benz.
“As a brand and a movement, Houdini believes that human ingenuity and technology work in tandem,” said Eva Karlsson, CEO of Houdini. “At the same time, we want to help reconnect people to nature but don’t think that going back in time is the solution. We believe that the solution is found when four billion years of natural innovation come together with human creativity and connection to nature, hence the words, ’Forward to Nature.”
The production team used visual effects in post-production editing highlighting the concept of circularity – from speed ramps and spins to motion blurs and morphing, every visual transforms and rotates into the next. Creating this project in the studio contributed to a reduced carbon footprint by working remotely, therefore not needing cars, taxis, or office rental and hotel stays. There were no sets built and all files were exchanged digitally, without using hard drives and couriers.
Planting its roots in downtown Stockholm, Houdini will open its flagship store on Nov. 1, telling the story of Forward to Nature and connecting with the community. The store will showcase the entirety of Houdini’s in-line product offerings along with iconic pieces, including the Power Houdi and Mono Air Houdi’s.
