Houdini Sportswear created The Houdini Menu, a vegetarian tasting menu made from clothes. Old apparel is collected at any Houdini store; reparable pieces are fixed free of charge, and the rest are used to make new clothes, or food.
The clothes, a mix of merino wool and biodegradable fibers, were placed in a compost pile and six months later the clothes were completely broken down.
Using the soil created, Houdini grew vegetables and herbs that Chef Sebastian Thureson turned into a four-course vegetarian meal.
This year, people were invited to book a seat at Agrikultur Restaurant in Stockholm to taste the Houdini menu.
McCann Stockholm created the campaign.