The Houdini Menu

2019 Eurobest Shortlist.

In a remarkable exercise in upcycling, Swedish outdoor sportswear brand Houdini set out to demonstrate just how environmentally-friendly its clothes are - by turning them into food.

Typically old and worn out Houdini biodegradable gear can be returned to the brand's store for repair, or to be recycled into new clothing.

However, for this campaign, conceived by McCann Stockholm, put the clothes to a different use - composting them and turning them into soil and fertilizer for growing vegetables.

The vegetables grown were then prepared by Swedish celebrity Chef Sebastian Thureson in a fine meal enjoyed by Houdini customers.