Swedish outdoor clothing brand Houdini Sportswear is working with Johnny’s Selected Seeds in the U.S. to playfully educate customers about sustainability and circularity. Every order placed in Houdini’s webshop in August will be accompanied by a package of Johnny’s seeds, enabling American customers to grow organic crops at home. The partnership is rooted in Houdini’s mission to become a regenerative company. By enabling its customers to grow their own food, the brand hopes to inspire a lifestyle that requires fewer resources to sustain, while providing an enjoyable and engaging experience that can be transferred to other areas of life. Houdini made the headlines in 2018 with The Houdini Menu, a project in which customers’ worn-out, natural-fiber sportswear was composted and turned into food. From base layers to the shell jackets, the Houdini collection is made of 100 percent recycled, recyclable, biodegradable or bluesign®-certified fabrics.