Swedish outdoor sportswear brand Houdini set out to demonstrate just how environmentally-friendly its clothes are -- by turning them into food. When Houdini customers have worn out their biodegradable gear, the brand's agency McCann Stockholm put the clothes to a different use -- it composted them and turned them into soil and fertiliser for growing vegetables. Houdini then used that soil to grow vegetables, which were then prepared by Swedish celebrity Chef Sebastian Thureson in a fine meal enjoyed by Houdini customers.