FINNBODA VARVSVÄG – Swedish sportswear brand Houdini has partnered with traceability technologies provider Eon and fastening solutions specialist YKK to establish greater connectivity between its garments and the cloud. 

Using YKK’s NFC-integrated TouchLink zippers and Eon’s end-to-end product cloud, Houdini is launching a parka that’ll have its own digital profile. 

“Just as our responsibility as a brand doesn’t end when we sell a product, the relationship with Houdini doesn’t end there – it continues through use, care, reuse, and next life,” said the brand’s head of product, Jesper Danielsson. “Connecting our products, we aim to deliver a richer customer experience and foster long term relationships with products, community and the planet.” 

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