Eco-aware Swedish sportswear brand Houdini has a trick up its sleeve with edible clothing

Eco-aware Swedish sportswear brand Houdini has a trick up its sleeve with edible clothing

Swedish sportswear retailer Houdini has performed a vanishing act of its own after conducting an unconventional ‘upcycling’ trial in which its clothing was plated up and served as food.

Served alongside a side of salad, the biodegradable garments were first composted before being turned into soil and fertilizer for growing vegetables.

The unconventional dinner was spearheaded by McCann Stockholm who spent six months working with a Swedish composting pro to break down the clothing into its constituent carbon dioxide gas and water, allowing conventional vegetables to be grown before being cooked up by Swedish celebrity chef Sebastien Thureson.

Houdini sportswear chief executive Eva Karlsson commented: “Our vision is as simple today as it was when we first launched - we want to maximize everyone's outdoor experience without having a negative environmental impact on our planet. By growing vegetables from worn out garments, we want to showcase how beautiful it can be when we manage to close the loop. The Houdini Menu is so spot on in everything we believe in."

It remains to be seen if the wider public will cotton on to the novel approach to gastronomy.

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John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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