Stop Counting. Start Feeling.
PC: Daniel Warberg, Houdini (inhouse)
We stumbled upon this message from Houdini Sportswear that was posted on Guldägget. It’s easy to get lost in data regarding which products are the best. Numbers are important, but sometimes we just need to think, and feel, for ourselves in order to determine what is right for us. Houdini Sportswear is taking a new approach to creating garments that help to accentuate the human experience, as seen in their new Pace collection. Read below to learn more.
From Houdini Sportswear,
“We live in an era of constant measuring. The outdoor industry has taught us to pick our clothes based on numbers from a lab test rather than how it feels to actually wear them. The experience of the sports we love has been narrowed down to the statistics we get from our devices. Somewhere in this age of data, we lost track of what really matters: The human experience.
We decided to create a collection of garments with a very different focus. **_Houdini Pace_** is a 100% circular trail running series focusing first and foremost on the feeling you get from wearing the products. The shapes that follow your every move. The light, breathable materials that help regulate your body temperature. The soft and silent touch of the fabrics. Instead of counting grams and tire people with numbers, Pace focuses on what actually makes the biggest difference: The human experience.
This campaign intends to highlight what makes the Pace series different. With sound and visuals it conveys the magical feeling of running in harmony with nature. To experience the living world around you, to become one with the landscape and to just be present. Sound, and the absence of it, plays a leading role in this film. With no music or sound effects, but only the subtle sound of the human breath and the birds singing in the distance, the feeling of being one with nature is transferred to the viewer. The natural lighting, the close and dreamy footage and the slow pace edit of the film adds to this experience.
**Stop counting. Start feeling.**”
This article was originally published on Guldägget.