In its native Denmark, sports brand Hummel is as commonplace as adidas or Nike, while outside of Scandinavia the label’s iconic chevron is perhaps most commonly identified on account of its association with the country’s national teams: it was the sole outfitter for the Danish football team between 1979 and 2004, and will reclaim the title from adidas following this summer’s Euros (Hamburg's St. Pauli proudly dons the logo too).
Away from the sports field and ahead of said realignment, the brand has just announced the launch of Hummel Hive, an exciting new premium strand that sees it delve into 90 years worth of archive design, pulling the best vintage models for a contemporary audience.
As an introduction to the new line-up – in which the ‘Diamant’ football shoe from 1961 gets a fresh new look and 1981’s ‘Stadil’ becomes the ‘Stadil RMX’ following a glittering rebrand – Hummel has tapped photographers Hanna Moon and Johan Sandberg for a look book, pictured above, that explores Copenhagen’s current youth subcultures.
Created, according to the press notes, “to explore the intersection between past and future, sport and style” Hummel Hive is in essence a merger for practical technologies and sartorially focused practice, produced by an exciting collective of artists and designers.
Dropping IRL next month (Hive arrives at Footpatrol and Hanon in early August), the look book sees the photographers venture both to the capital’s Munkegaardskolen and Panum Building, an Arne Jacobsen designed school building and a piece of 70’s Brutalist architecture respectively. The casual styling meanwhile, references the brand’s rejection of sporting aesthetics.