Danish sports brand hummel unveiled its new line, HUMMEL 00, with the 2025 Spring/Summer collection on July 12th, 2024, in Minami Aoyama, Tokyo. This debut collection was showcased at the brand’s first-ever runway show, presenting a diverse array of apparel beyond traditional sportswear.
Concept: The Imaginary "Hummel Hotel"
The collection is inspired by the fictitious "Hummel Hotel," a space imagined by director Akira Maeno, where people of various backgrounds and purposes gather. The concept revolves around "Hygge," a Danish term for a cozy, charming atmosphere, seamlessly integrating easy-care functionality typical of sportswear with the elegance and tranquility of Scandinavian living.
Key Highlights:
Relaxing Gowns and Hotel-Inspired Prints: The collection features padded gowns, reminiscent of hotel bathrobes, with belts as thin as strings and prints inspired by hotel wallpaper.
Nordic Scenery: Graphic shirts depict Nordic landscapes, such as sunsets with migrating birds, using gradients and dot patterns to evoke the serene atmosphere of the region.
Relaxed Silhouettes: The overall silhouette is oversized, with flowing shirts, jackets, and pants that hide the body’s contours. Tailored pieces with exaggerated silhouettes are paired with sporty elements like soccer socks.
Playful Accessories: Accessories, including mini bags with the "HOTEL HUMMEL" logo, add a playful touch, resembling hotel souvenirs.
Collection Elements:
The HUMMEL 00 collection blends daily wear with sportswear, creating a sophisticated athleisure style. Oversized shirts paired with sports tights and elegant shorts with soccer socks reflect this fusion. The collection features a wide color palette, from fresh lime and sax blue to retro burgundy, reminiscent of a relaxing vacation.
Commitment to Hygge and Sustainability:
The collection emphasizes Danish lifestyle principles, promoting relaxation and environmental consciousness. HUMMEL, a brand with a century-long heritage, continues its mission to "Change the World Through Sport" by introducing a modern, stylish line that merges sportswear with daily life.
HUMMEL's Evolution: "BORDERLESS" Concept
Starting from the 2025 Spring/Summer collection, hummel embraces the "BORDERLESS" concept, evolving into a Nordic sports lifestyle brand. This vision extends beyond traditional sportswear to encompass elements of daily life, emphasizing inclusivity across age, gender, profession, and scenes.
HUMMEL 00: An Infinite Proposition
HUMMEL 00, launched by SSK Corporation, holds the trademark rights for hummel in Japan. The collection embodies the spirit of "Hygge," offering designs that transcend time, scenes, and boundaries. It focuses on comfort, ease of care, and effortless elegance, supporting a meaningful and comfortable lifestyle for all.
Diverse Collections:
HUMMEL 00 offers five distinct collections:
SPORT: Redefines sportswear with enhanced design elements.
H.FC: Integrates football culture into daily wear.
hummel PLAY: Promotes an active, playful lifestyle.
LIFESTYLE FOOTWEAR: Inspired by past sports archives, designed in Denmark.
HUMMEL 00: Expresses the infinite possibilities of Scandinavian style, emphasizing coexistence and comfort.
About hummel:
Founded in 1923, hummel is a Danish sports brand known for creating the first studded football boots. The brand, symbolized by the bumblebee (hummel in German), has a mission to "Change the World Through Sport," continually innovating and expanding its influence in the sports and fashion industries.
For more information, visit the official website and online store, and follow hummel on Instagram and HUMMEL 00.
Comments