Free drill fam, welcome back to the show. Of course, I am Dylan Bowman, your loving host, here with another episode.

As most of you will surely know at this point, we talk about trail running on this program.

And today, we're exploring a new subject that I think is important to the core values of trail running.

And that is how we as an industry can work in symbiosis with

our natural environment, the places that we recreate, and how we can all be successful and

enjoy what we do professionally, but critically do so in a way that is supportive of the health,

or at least not detrimental to our natural playground.

The great, beautiful Mother Earth.

Today I am joined by Nicholas Bornling and Jesper Danielson from the Swedish outdoor brand Houdini.

I came to be connected with Nicholas a couple weeks ago here in Portland,

Oregon, where he is based, heading up the North American operation of the business, in addition

to being the head of brand for Houdini International. After talking with him over coffee for

an hour, I thought, this is something we need to feature on the show,

how to make sustainable outdoor apparel, how to build a consumer business that stands

in opposition to overconsumption and generally how to be a values-driven and circular company

in a notoriously wasteful industry. Nicholas suggested we also

involve his colleague, Yesper Danielson, the head of offering and a product designer who I've come to

learn has an impeccable reputation in the industry and who joined us from his office in Stockholm,

Sweden.

Yesper did a great job of explaining how they stick to their values in the products that they bring to market while Nicholas talks about how they articulate their mission and

educate their customers from a brand perspective.

The reason we decided to do this podcast now is because Houdini just

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