Jesper Danielsson, head of design and product at Houdini Sportswear, said, “The idea is to evolve natural fibers like merino wool or Tencel Lyocell with the help of cutting-edge technology. Natural resources, borrowed from nature and transformed into highly functional fabrics using the latest technology. The New Naturals — revolutionary, new and yet purely natural.
Focused on peak “natural performance” and protection against the elements, The New Naturals consists of three styles, inclusive of a warming Desoli baselayer, made of 100 percent merino wool; its Alto midlayer, which offers a blend of merino wool and Tencel branded lyocell fibers, and Lana shell layer, also made of 100 percent merino wool. Collectively, the styles are made exclusively with natural, biodegradable and recyclable materials.
John Roberts, managing director of The Woolmark Company, said, “The Woolmark Company and Houdini have long shared similar values regarding the creation of quality, technical products with minimal impact. As a 100 percent natural, renewable and biodegradable, merino wool’s inherent circular attributes align with Houdini’s ethos and provides the ultimate ingredient for its The New Naturals collection.
Roberts added, “Cross-industry collaboration is fundamental to not only share the journey toward more sustainable, circular practices and products, but also to achieve industry transformation. This is what makes Houdini’s latest offering so exciting.”