The Brand Houdini is Turning Its Clothes into Gourmet Food
Mishal Omar — May 2, 2017 — Eco
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.
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.
Trend Themes
1. Circular Fashion - The Houdini Menu project exemplifies the trend of circular fashion by converting used sportswear into edible food.
2. Upcycling - Houdini's initiative showcases the upcycling trend by transforming old clothes into fertilizer and using it to grow vegetables.
3. Sustainable Consumption - The Houdini Menu campaign promotes sustainable consumption by encouraging consumers to be more conscious of their clothing waste and its environmental impact.
Industry Implications
1. Sportswear - The sportswear industry can explore innovative ways to repurpose and recycle used garments, such as converting them into fertilizer or other useful products.
2. Food and Dining - The food and dining industry can tap into the concept of sustainable sourcing and eco-friendly experiences by incorporating ingredients grown from upcycled materials, like Houdini's fine dining experience from converted sportswear.
3. Environmental Services - The environmental services industry can find opportunities in providing composting systems and expertise for converting textile waste into valuable resources, contributing to a circular economy.
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