Innovative Swedish outdoor apparent brand Houdini Sportswear was on a mission to prove just how natural their clothes are, so with the help of creative agency McCann Stockholm they created a one-of-a-kind pop up restaurant in Stockholm that dropped jaws across the food scene.
Houdini is all about sustainability: old sports clothes can be left at any Houdini shop, and if the company is able to repair them, it will – and at no cost. If the sportswear has gone round the bend, Houdini will recycle the items and make new clothes from them.
So how did the fashion-into-food concept come about? And why?
CEO Eva Karlsson says that the company’s vision remains singular: maximise the outdoor experience without having a negative impact on the environment. Growing vegetables from worn-out garments was a way for the company to show how beautiful it can be when it manages to close the loop.
Houdini’s clothes are made only from natural materials and it took roughly six months for the clothes to biodegrade. Vegetables and herbs were grown from the soil created, and renowned chef Sebastian Thureson took those and turned them into the world’s first vegetarian fine-dining experience made from old sportswear.
The four course meal was served at Stockholm’s Agrikultur Restaurant in April 2017. Check out the full menu here.