In February, the Swedish outdoor brand Houdini opened up its first “Reuse” store in downtown Stockholm. The pop-up offers secondhand Houdini clothes in a premium setting. The secondhand stock come from Houdini’s buyback system, in which customers sell back their clothes at up to €100 per item. Beyond extending the products’ life, the initiative “creates awareness that Houdini clothes have a good secondhand value and should be seen as an investment that will give a return in the future,” said Mia Grankvist, the brand’s communications manager. Reuse is also set up as a new sales channel on Houdini’s web page (Sweden only) and on the @houdini_reuse Instagram page (for all of Europe and U.S.).