The Houdini Menu
Apparel is the second most polluting industry, accounting for 10% of global carbon emissions. Houdini Sportswear makes their clothes as natural and environmentally friendly as possible. We decided to prove just how natural, by eating them. With ’The Houdini Menu’ we gave all Houdini’s followers a chance to eat their old sportswear. The winners got to experience a fine dining dinner based on old sportswear, cooked by one of Sweden’s best chefs. The soil was used as giveaways with the new biodegradable collections which came with a new washing label explaining how to care for, compost, grow and eat them.