Rethinking Outdoor Clothing: A Conversation with Jonas Ruppersberg
Photo sourced from @houdinisportswear Instagram.
The way we think about clothing is beginning to shift. In the outdoor industry, where performance, durability, and environment are closely intertwined, that shift is becoming particularly visible.
We spoke with Jonas Ruppersberg, Sales and Community Manager DACH at Houdini Sportswear, about a series of questions that feel increasingly relevant today. What happens if we move away from ownership? What does it mean to own fewer garments? And how might time spent outdoors reshape the way we consume?
The Future of Outdoor Clothing: From Ownership to Access
One of the central questions we posed to Jonas was whether we might move from owning clothing to accessing it when needed.
The premise begins with a simple observation. The textile industry remains largely structured as a linear system, producing close to 100 billion garments each year, many of which are discarded within a short period. In this context, ownership has long been the default, rarely questioned, rarely reconsidered.
Yet in parallel, other industries have already begun to shift. Access has replaced ownership in areas where flexibility, cost, and storage matter, from mobility to technology. Clothing, by contrast, has been slower to adapt.
What begins to emerge instead is a gradual repositioning. Rental, resale, and subscription models introduce a different relationship to garments, one based less on possession and more on use. Not permanent ownership, but temporary access aligned with need.
These systems are no longer theoretical. Second hand platforms, take back programs, and rental services are already being tested and implemented. At the same time, their complexity remains evident. Rental, in particular, requires a level of infrastructure that extends far beyond the product itself, logistics, cleaning, quality control, and continuous circulation.
Certain environments make this transition more intuitive. Skiing offers a clear example, where rental culture is already established for equipment. Extending that logic to apparel feels almost inevitable. From there, the question expands further. Travel, for instance, introduces a context where garments are often used briefly, then stored for long periods, raising the possibility of more flexible systems.
Ownership, for now, continues to define the industry. But its position is no longer absolute. What replaces it is not a single model, but a gradual shift in perspective, one that reconsiders how clothing is accessed, how long it is used, and what value it holds over time.
The Technical Minimalist Wardrobe
ARYS: What would an ideal minimalist technical wardrobe look like? Your top items from ARYS Store for a technical outdoor and lifestyle wardrobe.
Individual taste, location, season, and climate obviously
play a role here, but there are a few key “routes” to consider. Thinking in
layers is the most effective approach, a well-built layering system works in
both urban and outdoor environments.
PANTS
Ideally, two options cover most needs: One lighter, stretch-based pant suited for movement and
high-output activities like running - e.g. Unna’s Everywhere Wide Pants, combining a modern look with mobility.
One heavier style, wider fit with a clean aesthetic that
works for business or evening settings but also performs outdoors in colder
conditions - e.g. Houdini Work Hard Pants made from 100% premium wool, offering excellent
next-to-skin comfort and natural moisture management.
FIRST LAYER
At least two versions representing the two fabric worlds: natural and synthetic.
Wool works well for daily wear and moderate conditions thanks to its odor resistance, comfort, and insulation. Synthetics offer higher durability, breathability, and faster drying for high-intensity activities. Personally, I like the Houdini Cosmo Shirt and Cover Crew Longsleeve, they layer well together and work across both everyday and active use. By backing this up by a (T-)Shirt in a premium natural fibre like wool or Tencel you will never make a wrong choice.
SECOND LAYER
A shirt works well as a light layer, adding both function and style, e.g. Houdini’s Tree Chore Shirt or Purple Mountain Observatory’s LS Climate Overshirt Jacket.
In addition, a classic Midlayer is essential for light insulation and weather protection without going full jacket. Depending on need, this can range from a breathable Houdini Pace Flow Houdi to heavier, less technical but clean options like a knitted sweater from Berner Kühl.
INSULATION
Depending on climate and personal comfort, an insulating layer is key.
While down is widely used, it remains an animal-based byproduct. Today, strong synthetic alternatives exist and at Houdini, these are designed to be fully circular.
The Enfold Jacket is a great example and long time ARYS favourite: a clean, everyday piece with lightweight PrimaLoft Gold Active+ insulation. In colder conditions, you can either step up insulation or simply layer more.
OUTER LAYER
A waterproof shell is an important addition. In the city, you might get by without it, but outdoors it becomes essential. Ideally, two options cover most scenarios:
A medium-weight, durable shell jacket or raincoat for everyday use and reliable weather protection and a lightweight, highly breathable option for running or active commuting.
The Houdini Orange Jacket is a standout here: Highly packable (packs down to the size of an orange), yet offering excellent protection. Its slight translucency also adds a unique visual depth.
SHOES
Shoes are the new watches and the variety is huge. If limiting to two pairs, versatility is key:
A performance-driven sneaker like Hoka’s Mafate Speed 4 Lite or norda’s 001A, both suitable for trail running and everyday wear.
A more refined, less overtly sporty option like the Houdinix Demon Silvestre. Designed as a technical approach shoe, but with a silhouette that transitions seamlessly from urban into nature environments.
ARYS: Is it possible to travel with eight pieces of clothing that work across four different environments?
Working with a layering system offers great flexibility and adaptability to requirements on-site as drawn out on the question above. Of course there might always be some limitations occurring, but you definitely should be able to cover a majority of your needs with eight garments and be able to travel light and easy.
The Philosophy of Technical Simplicity
Simplicity is often understood as a visual reduction, but in technical design it operates differently.
The process begins with a series of constraints. Each product must justify its existence. It must be versatile enough to be used frequently, durable enough to last, and constructed in a way that allows repair. At the same time, its end of life must be considered from the beginning.
This introduces a tension. Performance requires features, zippers, ventilation, pockets, adjustments. Simplicity removes them. The balance is not fixed, but negotiated in each design.
A third dimension enters this equation: circularity. Material choices, repairability, and product lifespan are no longer secondary considerations, but central criteria. The result is not minimalism for its own sake, but a form of reduction guided by function, longevity, and system thinking.
Why Spending Time Outdoors Changes How We Consume
ARYS: Have you seen this connection in your own experience?
I grew up around Munich, and even though it’s a big city, you’re never far from nature. Within a short time you can be out of the city, hiking, biking, or skiing.
I really believe that spending time outdoors, whether it’s intense activity or just a slow hike, affects both your mind and your body. It also changes how you think about the environment. When you experience these places directly, you naturally want to preserve them. At the same time, you also understand the importance of good gear. When something doesn’t work properly in the mountains, it has a real impact on your experience.
ARYS: How has spending time outdoors influenced the way you personally approach clothing and consumption?
I think there’s also a bit of a contradiction. When you get into outdoor activities, it’s easy to get pulled into gear. Different sports often require different equipment, and you can quickly end up wanting more.
I’ve definitely experienced that myself. But over time, I’ve tried to slow down. I look more closely at what I already own, sell things I don’t use anymore, and take more time before buying something new.
There are always a few pieces that stay with you. A jacket, a pair of pants, something you’ve used a lot. Those pieces become more than just clothing, they carry memories.
Now I try to make more considered decisions and choose products that are made to last, rather than just following what’s new.
The Circular Outdoor System
As the conversation moves from individual choices to broader structures, the question becomes how these ideas can be implemented at scale. Circularity, in this context, is no longer limited to materials or design decisions, but extends into business models, infrastructure, and long term operations.
Houdini Circle represents one of these attempts, bringing together repair, resale, rental, and subscription into a single system. What remains open is how far these models can expand, and under what conditions they can function consistently across different markets.
ARYS: Do you see potential for expanding these systems to more cities in the future?
Yes, absolutely. Wherever we have a Houdini store, we want to integrate these systems. But I also see strong potential to collaborate with partners in markets where we can’t do it alone. Cirkel Supply in Switzerland as mentioned before is a great example of a partner we are already working with.
These services, repair, second hand, rental, are excellent consumer touchpoints, but they shouldn’t be treated purely as marketing initiatives. If placed under marketing, they’re seen as costs and funded by marketing budgets. That works when times are good, but in tougher periods, marketing budgets are often the first to be cut. Like CSR strategies, these (new) business models and operations need to be integrated into corporations holistically.
For example, repair could be seen as part of RDD (Research, Development & Design). It provides direct insight into product performance and quality from end consumers. This feedback gives valuable insights into product development, improves production, and helps identify design flaws or material failures faster.
For Houdini, our goal is to expand these services to more people and markets, ensuring operations run smoothly and deliver a positive consumer experience. The aim isn’t a one-off campaign, it’s building scalable, sustainable business models together with our partners. Change can only be driven together.
What emerges is not a single solution, but a shift in how value is understood. Clothing moves from a static object to something that circulates, adapts, and accumulates use over time. The system is still in progress, but its direction suggests a slower, more considered way of engaging with what we wear.
