The Brand Houdini is Turning Its Clothes into Gourmet Food

By: Mishal Omar - May 2, 2017
References: thehoudinimenu & houdinisportswear
The Houdini Menu is a campaign and project by the sportswear brand 'Houdini', which aims to become more environmentally friendly in how it manages the waste it produces.

The unusual project essentially aims to convert used, old sportswear from the brand, into edible food. To do this, Housini first gathered sportswear from its consumers, and then turned it into soil using a composting system that was set up by the composting expert Gunnar Eriksson, who was hired to make sure that the clothing was broken down effectively. This process took six months, by the end of which the clothes were turned into fertilizer. This fertilizer was then used to grow vegetables and "create the world's first fine dining experience grown from old clothes."

Houdini's highly unusual and effective campaign works to make the brand essentially waste-free, while giving curious and eco-conscious consumers a reason to take interest in the brand.