Houdini, a Swedish company founded in 1993, the biggest sports brand whose products rock in performance. The new outdoor brand strong on sustainability, offering 80 per cent of its clothing made from recycled or renewable fibres will be launched in Britain.

The company said that all its clothing is made in Europe, mainly in Baltic countries and its brand is built on its base layers, with the Airborn Tee made from a combination of silk and merino wool.

Its Power Houdi is a flexible fleece produced in Premium Polartec Power Stretch Pro in a design which is celebrating its 10th year. The Power Houdi was originally designed to provide a close-fitting mid layer that wouldn’t add bulk or restrict movement.

Moving up the range the Evolution Houdi uses construction methods more familiar in waterproofs. The hooded jacket in Polartec Power Stretch Pro is their most technical fleece ever. With gluing, welding and laser cutting techniques, usually used when creating waterproof and durable shells, they have been able to strengthen up the Evolution Houdi like no fleece ever made before.

The Surpass Shell Jacket is a lightweight and compressible, stretchy soft jacket that also has a waterproof rating of 20,000mm hydrostatic head. It relies on a polyester waterproof layer with hydrophilic coating and its face fabric is made entirely from recycled polyester. Because it has a polyester membrane rather than a PTFE one, the coat is fully recyclable.

Houdini is the brand of choice among Scandinavia’s core athletes and high-end retailers. The products are worn for their aesthetic values, just as often as for their level of performance.