Eva Karlsson is the CEO of Houdini Sportswear, a progressive and rapidly growing Swedish outdoor brand and a trailblazer in corporate responsibility. Since 2001, Eva together with a team of likeminded, have been redesigning business to become a force for good – providing state-of-the-art circular products, offering product-as-a-service solutions and building a co-creative community for open-source innovation, sharing knowledge and inspiring to reconnect to nature. Rather than focusing on Houdini's outstanding track record in sustainable development, Eva emphasizes the journey ahead and the untapped opportunities and abundant value in designing attractive and regenerative lifestyle solutions.
Houdini has a vision to create smart, multifunctional and durable clothing - both in style and quality. Having a 360-degree vision on sustainability, most of the products are made out of recycled and recyclable polyester. Some base layers can even be composted and to reduce consumption, customers can even rent clothes in the store. This entrepreneurial thinking has resulted in several awards. In 2018, Eva received the NMC Award for sustainable leadership and Houdini won NK-galan Innovation Award. The year before, Eva received Pontus Schultz award for a humane economy.