Archives: Press Releases

Sept. 25, 2023 – The Conservation Alliance (TCA) is excited to announce the recipients of its Summer 2023 Grant Cycle. In this cycle, $650,000 in grants were dispersed to 15 organizations working to protect outdoor spaces and wild places throughout North America. TCA is on track to award more than $2 million in grants by the end of 2023.

TCA staff and board members evaluated 51 proposals before narrowing the field. Final grantees for the Summer 2023 cycle were chosen by TCA member companies through a nomination and voting process. Four of this cycle’s grantees are led by people of color, and two are supporting TCA Priority Campaigns – the D-1 Lands in Alaska and protection of the Dolores River.

“The strength of The Conservation Alliance comes from the connection between our membership support and the funding and advocacy support we provide to grassroots conservation organizations who are leading public lands campaigns in their respective communities. We are honored to support these critical land and water conservation projects and to elevate additional support for 2023-24 TCA priority campaigns,” said Nicole Rom, Executive Director at The Conservation Alliance.

The 15 projects are located across ten American states – Alaska, California, Colorado, Montana, Nevada, Oregon, Utah, Virginia, Washington, and Wyoming – and one Canadian province – British Columbia.

The Conservation Alliance works with over 270 member companies to identify important conservation projects that seek to protect wild places and outdoor spaces. Each member company contributes annual dues to a central grant fund, which are then distributed through discretionary opportunities, Confluence Program, Priority Campaigns, and a winter and summer grant cycle to the grassroots groups working to secure conservation outcomes.

Projects funded in the summer grant cycle are below. To learn more about The Conservation Alliance, its grants program and membership opportunities, visit www.conservationalliance.com.

 

Organization	Project Name	Grant
Native American Rights Fund	Alaska D-1 Lands	$50,000
Dena Kayeh Institute	Dene K’éh Kusān – Kaska Indigenous Protected and Conserved Area	$50,000
California Trout	Elk River Restoration Project – Acquisition and Land Back	$40,000
Colorado Wildlands Project	Dolores River Canyon Country Protection Campaign	$50,000
American Rivers	Protecting Colorado’s Outstanding Waters	$35,000
Friends of Missoula Parks	Marshall Mountain Park	$40,000
Great Basin Water Network	Save the Swamp Cedars – Bahsahwahbee National Monument	$40,000
Oregon Desert Land Trust	Trout Creek Ranch and Pueblo Mountains Conservation Project – Doman Place	$45,000
Grand Staircase Escalante Partners	Grand Staircase-Escalante Resource Protections Campaign: Phase 2	$50,000
Chesapeake Conservancy	Rappahannock Return to the River: Restoring Tribal Land for Conservation	$45,000
Inland Northwest Land Conservancy	Glen Tana: Protecting the Last Intact Sanctuary on the Little Spokane River	$50,000
Columbia Land Trust	West Fork Washougal Conservation Project	$40,000
American Whitewater	Western Rivers Conservation	$50,000
The Wilderness Land Trust	North Cascades Washington Wilderness Project	$25,000
Audubon Rockies	Securing Protections for Little Sandy	$40,000

Total             $650,000

About The Conservation Alliance

The Conservation Alliance is a coalition of over 270 like-minded member companies who pool resources to fund and advocate for the protection of North America’s cherished wild places and outdoor spaces. Through the collective power of their membership – companies from a range of industries from outdoor industry to brewers, bankers, sportsmen, and renewable energy – take bold steps to conserve wild public lands and waters. Since 1989, they’ve awarded over $30,000,000 in grants and helped protect over 81 million acres and 3,580 river miles, remove or halt 37 dams, purchase 22 climbing areas & designate five marine reserves.

conservationalliance.com

Please direct media inquiries to Kim Paymaster, Grant Program Director, kim@conservationalliance.com.

Reno, Nevada – (Sept. 22nd, 2023) – Swift Institute, a leading specialty healthcare provider in Nevada, is thrilled to announce its continued partnership with the High Fives Foundation, a national nonprofit dedicated to supporting athletes who have experienced life-changing injuries while pursuing their dreams in outdoor sports. This collaboration marks a significant step towards building a stronger community and promoting adaptive sports for individuals facing physical challenges.

Swift Institute’s commitment to helping people conquer spine and orthopedic conditions aligns perfectly with the mission of the High Fives Foundation. Dr. James Lynch, a board-certified neurological surgeon and the President of Swift Institute, expressed his enthusiasm for this partnership, stating, “Swift Institute helps people conquer spine and orthopedic conditions so they can get back to their favorite activity or sport. It’s a privilege to continue to partner with High Fives Foundation and contribute to the support and motivation offered to athletes who have experienced a life-changing injury.”

The most recent collaboration will include the donation of essential equipment to enhance the lives of athletes and improve their mobility. The contributions include a 2021 RAM PROMASTER 2500 Dodge Van valued at $40,000, two Bowhead Rogue adaptive mountain bikes valued at $12,000 each, three universal Sport Chairs valued at $4,000 each (to be stored at the Swift Sportsdome for the use by the public), and a Motodemption bike valued at $25,000.

Dr. Lynch’s connection with the High Fives Foundation runs deep. He serves as a Board Member for the organization, is a key member of the Grant Selection Committee, and holds the esteemed position of Medical Director. Dr. Lynch was also the recipient of the inaugural 2014 High Fives Foundation Community Five Award.

Swift Institute and the High Fives Foundation have been community partners since 2009. In 2010, Dr. Lynch’s involvement deepened when he sent a request to support Grant Korgan, an athlete, after reading about High Fives Foundation and him in the Reno Gazette Journal.

Please join us for the official presentation and delivery of the donated sport chairs at the Swift Sportsdome on September 26th, from 3:00 PM to 5:00 PM. Dr. James Lynch and Roy Tuscany will be present to mark this significant collaboration.

About High Fives Foundation

High Fives Non-Profit Foundation focuses on preventing life-changing injuries and provides resources and hope if they happen. It was formed as a way to “pay-it-forward” by the founder, Roy Tuscany, after his own recovery from a spinal cord injury. The Foundation has expanded to help  670 Athletes from 46 States & Canada since its inception in 2009. The High Fives Foundation is a California-based, national 501(c)(3) nonprofit organization. https://highfivesfoundation.org/

About Swift Institute

In partnership with HOPCo, Swift Institute includes over 70 specialists and multiple locations across Nevada. Swift Institute includes spine orthopedic, neurosurgery, interventional pain management, neurology, imaging, and vein specialists and serves residents of Nevada and beyond with innovative and patient-focused healthcare. The physicians and advanced practice providers at Swift Institute are among the top specialists in the United States to help ensure the highest quality patient care, whether in the medical clinic, the procedure suite, or the surgery suite. In addition, the Swift Institute specialists are focused on helping patients achieve their goals for recovery and activity. https://theswiftinstitute.com

 

 

OSLO, Norway (Sept. 21, 2023) — Norrøna, the family-owned Norwegian manufacturer of premium apparel and gear, announced the opening of its latest concept store, slated to open in Spring 2024. The momentous occasion signifies the sustainable growth Norrøna has achieved in the United States.

The Perfect Location

Following an extensive search, Norrøna, recognized for its commitment to sustainability and premium products, has secured the ideal location for its new venture. Located at 349 Newbury Street, the store will find a home in an iconic shopping, dining, and entertainment district in Boston that houses numerous retail establishments and eateries.

“We’ve had our sights set on Boston for some time now. With its distinct four seasons, active residents, and proximity to nature, it’s the perfect city to showcase our high-quality, year-round collections,” said Bård Kvamme, Director of Norrøna Retail. “Also, this location complements our existing U.S. retail locations, which includes stores in New York City, Boulder, and Castle Rock, Colorado,” added Kvamme.

Hilary McCloy, a local Boston skier and Norrøna Ambassador, adds, “The New England weather is known for its extremes, especially here in the mountains of New Hampshire, so it is fitting that Norrøna is opening a store in Boston. The outdoor community here the northeast is so passionate and diverse that it will be so fun to share this brand with the community.”

U.S. Market Strategy

Norrøna has long embraced a selective sales strategy, cultivating enduring partnerships within the outdoor industry. The United States holds a central position in Norrøna’s strategic focus, with plans to expand its owned retail footprint and operations, particularly in major cities.

Store Concept

The new establishment at 349 Newbury St. will serve as a hub for outdoor and mountain sports enthusiasts who value sustainable, innovative, and high-quality products. Spanning 2,637-square-feet, the store promises an immersive Norrøna experience. A “History Wall” will showcase the company’s rich heritage, inviting patrons to become part of the Norrøna community through various events.

Additionally, all Norrøna products will be eligible for in-store registration for repairs. That commitment to repair services, integral to Norrøna since its founding in 1929, aligns with the company’s dedication to promoting responsible, resource-preserving practices and its profound connection to nature.

“Without nature, there is no us. This principle and attitude are deeply rooted in the Norwegian DNA,” emphasizes Jørgen Jørgensen, Norrøna’s fourth-generation owner.

For more information, please visit www.norrona.com.

For media inquiries, please contact Rob Steffens at rob.steffens@rygr.us.

About Norrøna: In 1929, Jørgen Jørgensen, a Norwegian outdoor enthusiast, began his search for durable outdoor equipment to perform in Norway´s harsh and rugged land. Starting with simple innovations such as leather straps, canvas backpacks and cotton clothing, he set Norrøna’s direction: To search for the best in technical advancements and to create the ultimate performance products. Today, four generations later, Norrøna is still a family-owned and run company and a leader in the growing market of sustainable sportswear.

 

Kirby, WY (Sept. 21, 2023) –  Wyoming Whiskey announces the release of National Parks No. 3 and The Grand bourbon whiskies, marking the third iteration of its National Parks collection. The distinct Fall 2023 bourbon releases will pay tribute to Grand Teton National Park and support the park’s philanthropic partner, Grand Teton National Park Foundation (GTNPF) in their continued efforts to preserve natural and cultural resources, and enhance the national park experience for generations to come.

This year’s release features National Parks No.3, a straight Bourbon Whiskey which is aged for a minimum of five years and is inspired by the winding Snake River in Grand Teton National Park. Also included in the release is The Grand collection, which is made up of three unique single barrel rye bourbons, each aged ten years, and deemed to be exceptional at their natural barrel strength. With the release of these two new bottles, Wyoming Whiskey will be making a donation of $150,000 to Grand Teton National Park Foundation.

For Wyoming Whiskey co-founders, Brad & Kate Mead and David DeFazio, Grand Teton National Park plays a pivotal role in their lives. The Meads historically used parts of Grand Teton National Park land for their annual cattle drive, a vital part of their ranching business based in Jackson, WY. DeFazio is also an avid outdoorsman, and visits the park year-round for fishing, hiking, skiing and more. All to say, Grand Teton is part of the Wyoming Whiskey identity which makes this year’s partnership with GTNPF so meaningful.

“My attachment to Grand Teton National Park is deep and visceral, as I have enjoyed some of the finest days of my ranch life in the park,” said Kate Mead who is also a founding member of the GTNPF board of directors. “Supporting the Foundation is a simple way to show our appreciation for all that the park has meant to our family, and to Wyoming Whiskey.”

“It is an honor for Wyoming Whiskey to be able to give back to the park and help to protect this beautiful land in our own backyard— a place so close to our hearts,” said Wyoming Whiskey Co-Founder David DeFazio.

“Grand Teton National Park Foundation is grateful for Wyoming Whiskey’s incredible support,” said Leslie Mattson, President of the Grand Teton National Park Foundation. “Their vision and commitment to national park conservation will help continue our work to steward, protect, and enhance all that is special in Grand Teton.”

Wyoming Whiskey National Parks No. 3 is the third annual release to honor our nation’s revered outdoor spaces. The label is inspired by the winding Snake River located in the 310,000 acre Grand Teton National Park. The whiskey itself subdues the more floral notes of last year’s National Parks No. 2 edition, and plays to the granite ruggedness of the Tetons. National Parks No. 3 is a 105 proof bourbon with a suggested retail price of $79.99 in select US markets as well as online marketplaces including ReserveBar.

Wyoming Whiskey’s The Grand collection is made up of three different 10-year-old single barrels that Master Blender Nancy Fraley identified as some of the best whiskey she has come across at the brand’s rickhouses in remote Kirby, Wyoming. Originating from the November and December 2011 Rye Bourbon stock at the distillery, Fraley originally discovered these exceptional barrels as she was working on the 10 Year Anniversary Edition blend in 2022. The barrels’ special character and quality led Fraley and the distillery team to bottle each one as individual single barrel bourbons within The Grand collection.

As a result, The Grand collection consists of three distinct offerings with each label showcasing the peak of The Grand Teton during the Fall, Winter or Spring. Each bottle will be sold within a beautiful wooden display box which is inspired by the peaks of the Grand Teton Mountain Range.  There are less than 400 bottles of The Grand available in select markets in WY, CA, CO and NY, each available for a suggested retail price of $499.99.

Wyoming Whiskey has donated over $400,000 to protect our nation’s national parks through its National Parks series. Last year, Wyoming Whiskey released National Parks No. 2 in partnership with Yellowstone Forever, the official nonprofit partner of Yellowstone National Park. The collaboration celebrated Yellowstone National Park’s 150th anniversary and contributed over $150,000 to Yellowstone Forever. The Wyoming Whiskey National Parks No. 2 bottle was the second collectible limited-edition release in the ongoing series which debuted in April 2021, with the National Parks Limited Edition American Whiskey bottle. The inaugural release of Wyoming Whiskey’s National Parks series contributed over $120,000 to the National Park Foundation in 2021.

As always, Wyoming Whiskey is distilled from the ground up— the right way, not the easy way. All grains are grown in Wyoming and are non-GMO. The water used to produce Wyoming Whiskey is sourced from a local limestone aquifer that has not seen the light of day in over 6,000 years.

Sign up to become a Whiskey Baron to receive the latest news and special offers from Wyoming Whiskey. For daily updates, follow Wyoming Whiskey on Instagram, Facebook and Twitter.

About Wyoming Whiskey—The Whiskey of the West

Based in Kirby, Wyoming, Wyoming Whiskey has had a simple goal: to create America’s next great bourbon. That goal has evolved to include all whiskies. The company and their products are a collaboration between its partners and 97,818 square miles of Wyoming. The Mead family first came to Wyoming as ranchers in 1890 and the state defines them, and their whiskey.  They use the finest corn, winter wheat, winter rye, barley, and water from the Big Horn Basin and promote Wyoming’s natural and human resources.  Every drop of this bourbon is 100% Wyoming. To learn more, visit http://www.wyomingwhiskey.com.

About Grand Teton National Park Foundation

Grand Teton National Park Foundation is a private, nonprofit organization whose mission is to partner with Grand Teton National Park to steward, protect, and enhance all that is special in the park. The Foundation initiates improvements, critical research, and projects that improve visitors’ experiences, creating a solid future for Grand Teton. Since 1997, the organization has raised over $100 million to engage young and diverse audiences in the outdoors, preserve cultural resources, protect wildlife and natural resources, and capital projects such as construction of the Craig Thomas Discovery and Visitor Center, a $23 million campaign to preserve the 640-acre Antelope Flats parcel, the Inspiring Journeys campaign for Jenny Lake, and the purchase and protection of the last privately-held acre on the Mormon Row Historic District.

 

 

BOULDER, CO. (Sept. 20, 2023) — Coinciding with the 20-year anniversary of Outdoor Prolink, the pro purchase program created for outdoor professionals at the heart of the industry, a business venture dedicated to the hunting, fishing, and off-roading markets is announced: Pursuit Prolink. This is the latest evolution and expansion of the Outdoor Prolink business in an effort to bridge the gap between the outdoor, hunting, and fishing industries. Through the creation of this new multi-store marketplace, Outdoor Prolink and Pursuit Prolink will continue to protect and support the relationship between brands, pros, specialty retailers, and consumers.

Started in 2004 in the basement of professional outdoor guide turned brand leader Gareth Richards, Outdoor Prolink was originally created to unite outdoor professionals with high-quality, affordable gear that enables pros to do their jobs better. Richards recognized the influential power of outdoor professionals and firmly believed that equipping these pros would inspire them to usher more consumers into the great outdoors. After 17 successful years of running an authentic and responsible pro purchase program in the United States, in 2021, Outdoor Prolink expanded into Canada.

Fast forward to 2024, celebrating 20 years in business, Outdoor Prolink is doubling down on its commitment to being the most responsible pro purchase program. The three-pronged approach starts with the strict verification process of its professional membership base. Brands are also integral to the equation, leveraging Outdoor Prolink’s network of professionals as a dynamic extension of their marketing strategy. Finally, specialty retailers play a pivotal role in this ecosystem. A meticulously crafted and responsibly managed program aims to facilitate sales and drive them at full price to the end consumer, simultaneously strengthening the bonds between pros, retailers and brands.

“Our evolution into the hunting and fishing industries is not a detour, but a natural progression of a mission rooted in supplying and inspiring those who champion wild spaces,” said Gareth Richards, Founder of Outdoor Prolink. “Marking our 20th anniversary isn’t just about celebrating the past; it’s a gateway to our future. As we unveil Pursuit Prolink, this milestone moment signifies two decades of trust, evolution, and our unwavering passion for the outdoors, paving the path for the exciting journey ahead.”

With the creation of this new shopping experience, qualified members are able to seamlessly transition between Outdoor Prolink and Pursuit Prolink, accessing a wider spectrum of offerings tailored to their specific industry and job function. This updated website design allows the Outdoor Prolink team to control member access while creating a streamlined shopping experience for users. Pursuit Prolink will now also be available to active duty service members and retired Veterans of the military, naval and air service.

Initial brands that will be available on Pursuit include Vortex Optics, Mystery Ranch, BOGS, SOG Knives, onX Maps, Darn Tough, Athlon Optics, Adamsbuilt Fishing, ALPS OutdoorZ, Loon Outdoors, Midland Radio, MTN OPS, ZOLEO, Rhino Rack, Sherpa Equipment Co., Slumberjack, Tenkara Rod Co., Tenkara USA, and Voormi. Pursuit members will also have the opportunity to support Outdoor Prolink’s newest non-profit partner, Backcountry Hunters and Anglers at checkout on the new store.

Last August, Outdoor Prolink welcomed Melissa Hess to the team as the new Business Development Manager for Pursuit Prolink. Hess has been instrumental in helping launch the new business vertical, bringing on some of the most respected hunting and fishing brands in the industry into the Pursuit Prolink shop.

“Hunting and fishing share so much in common with what we at Outdoor Prolink have historically labeled as ‘outdoor recreation.’ Hunters and anglers protect and promote the wild places and habitats that we so dearly love. They are the driving force behind many of our nation’s conservation efforts, and have contributed over $14 billion in federal aid through the Wildlife Restoration Act since its inception in 1937,” said Hess. “Like outdoor professionals, hunting and angling pros use their platform to advocate for their industries and introduce products to new customers. And perhaps most importantly, they act as a critical mouthpiece of conservation efforts for wildlife, waterways, oceans, and public lands.”

Outdoor Prolink partnered with award-winning creative agency and production company WHEELIE Creative for its brand refresh, which includes a new contemporary logo design, a refreshed brand identity, a central overhaul of the user-centric website to allow for seamless navigation between the two sites, and a name change for the Outdoor Prolink blog from “Dirtbag Dreams Blog” to “The Link.”

To learn more about Pursuit Prolink, please visit: https://outdoorprolink.com/pursuit-prolink and watch the launch video here: https://youtu.be/niDxHH94ksQ. For those interested in hunting and fishing pursuits – check out the dedicated Pursuit Prolink Instagram channel @PursuitProlink.

About Outdoor Prolink

Founded in 2004, Outdoor Prolink acts as the facilitator of trust to connect qualified outdoor professionals with the best outdoor brands in the US and Canada. In 2023, Pursuit Prolink was launched specifically dedicated for hunting and fishing brands and professionals. Utilizing a strict vetting process, Outdoor Prolink and Pursuit Prolink strive to be the most authentic and responsible pro purchase program in the industry. Through the platform, brands engage trusted outdoor professionals and utilize their influence to drive retail sales growth. Qualified outdoor professionals earn privileged discounts on the outdoor gear they rely on for their work, in order to further the pursuit of outdoor recreation for everyone.

 

Portland, OR – Sept 19,  2023  – Snow Peak, a Japanese camping brand with 65  years of history is pleased to announce the hiring of Josh Simpson as General Manager of the brand’s Campfield in Long Beach, WA. On a mission to unite people and alleviate the stresses of modern life through time spent outside, the Long Beach Campfield will bring Snow Peak’s values to life – offering campers a reimagined outdoor experience that reconnects them with the rhythms of nature. Simpson is tasked with managing the campfield during its critical first year of operation, helping to achieve the goal of introducing a new kind of campground centered on the communal and restorative Snow Peak style of camping.

Simpson comes to Snow Peak with over 20 years of experience working in the outdoor industry, most recently leading the growth at Australian outdoor brand Sea to Summit as their General Manager of North America, and Vice President of Sales before that. A PNW native, Josh is an avid surfer, motor-biker and mountain biker, and looks forward to exploring all the Long Beach peninsula has to offer.

“I am honored to contribute my leadership, experience, and passion for the Snow Peak brand to this very special project.” said Simpson, “The team here has done a tremendous amount of inspiring work over the past three years. It’s exciting to join during this pivotal moment as Snow Peak prepares to bring something truly unique to the US market.”

Snow Peak’s Campfield is projected to open at the end of 2023, and will welcome campers of all types. The property will include a variety of amenities, from open field sites to pre-set camp sites, a number of the brand’s Kengo Kuma-designed Jyubako tiny cabins, and a traditional Japanese Ofuro with a soaking pool and sauna. Guests may purchase Snow Peak gear, snacks and beverages at the onsite Campstore.  Snow Peak rental gear will also be available to outfit guests’ campsites.

As General Manager, Simpson will oversee overall strategy, guest experiences and operations, and start by building and leading a team that embodies Snow Peak’s strong culture, working with community and industry leaders, and ensuring every Campfield guest has an unforgettable experience.

“Josh is a seasoned outdoor industry leader with a track record of driving strong growth through creative action,” said Matt Liddle, Chief Futures Officer at Snow Peak USA.  “He understands Snow Peak, and the opportunity that the Campfield presents to rethink the American campground for the modern era.  All of us at Snow Peak are delighted to have him in the lead as the Campfield comes to life. ”

About Snow Peak        

Founded in Japan in 1958, Snow Peak is a camping brand serving customers in the USA for more than 20 years, with a mission to unite people and alleviate the stresses of modern life through time gathering outside. Its Japanese-designed, lifetime-guaranteed camping equipment serves as a catalyst for restorative experiences in nature. Focused on bringing people together, Snow Peak operates immersive retail locations in Portland and Brooklyn, as well as a Portland restaurant, Takibi, a PNW izakaya that brings to life the brand’s belief that time spent sharing food and drink by the fire is the best way to connect with one another. Snowpeak.com

 

STOCKHOLM (September 18, 2023) – Houdini, the Swedish circular sportswear company committed to sustainable innovation since 1993, is expanding its circularity platform, opening the first retail concept of its kind on September 28 in Stockholm’s premier shopping district. Customers may choose how they access their garments, including renting apparel, subscribing to garments, as well as purchasing new, second hand or exclusive remade pieces and trading in garments for other Houdini pieces – all at one venue. In addition, ahead of Climate Week NYC and fashion weeks in New York, London, Milan and Paris, Houdini CEO Eva Karlsson is again asking attendees of these events to join her in “Live Large with Less” minimizing one’s wardrobe in an attempt to fight overconsumption.

First launched in 2022, the “Live Large with Less” program challenges people to downsize their wardrobe, focusing on finding joy in owning less. Houdini Circle facilitates this vision by putting the user and their needs at the center of the retail experience. With support from the Boston Consulting Group, Houdini is establishing a new business model with a pricing structure reflecting these in-store options. In order to highlight the user benefits rather than just the sustainability elements of this initiative, this store concept is reflected in a creative campaign asking people to, “Get rid of your ex; Find the love of your life; or Date someone new every week” referencing the Houdini apparel.

“With the world gathering in New York City to discuss the urgent climate crisis and the fashion world descending on iconic cities, we must bring circularity front and center and set an example,” said Karlsson. “If we truly want to change our industry, we have to provide alternatives to the current state, and make sure these alternatives are accessible to everyone. We have provided rental and repair services and second-hand sales for more than a decade. With Houdini Circle, we bring this concept to consumers at one venue, giving them the autonomy on how they want to access, shape and curate their wardrobes. This is a critical and reimagined business model that we hope to expand globally.”

As part of its offering, Houdini Circle is debuting the first outdoor apparel subscription service, enabling users to sign up for seasonal groupings and swap items in store. Timed to coincide with the fall, winter, spring and summer seasons, the cost for a monthly subscription is between 450-700 Swedish SEK ($40 to $65) per month. The starter subscription includes a base package of a jacket, a midlayer and bottoms. Subscribers may add more pieces to increase their subscription. Houdini hopes to launch the subscription service in the U.S. in 2024.

The launch of Houdini Circle coincides with Karlsson’s attendance of Climate Week NY, where she will participate in a number of events in panels including the Action Speaks Summit, the Mastercard Roundtable Global Optimism on Sustainable Consumption and the Stage of Impact Mastercard Talk.

“The point of Houdini Circle isn’t to make maximum profits, but to create value for all of our stakeholders,” continued Karlsson. “That is what our business is about. Sustainability and good business go hand in hand. This initiative is no exception. We hope to expand this concept to other global markets after an additional testing period.”

About Houdini

Houdini is an odd band of friends from Sweden on a quest to reimagine the future of circular sportswear. Ever since the start in 1993, Houdini has challenged the norms of the outdoor industry, as a company led by women, as innovators of sustainable design and as pioneers of circular business models. Ultimately, Houdini wants to enable and inspire people to reconnect to nature.

 

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