HUMMEL HIVE TAKE IT TO THE NEXT LEVEL
We are more than proud to finally present the next chapter in our HIVE portfolio. Fusing contemporary aesthetics with heritage styling and true hummel sports DNA.
We truly believe in the power of the design language we have carefully shaped over the years. We see it as an obligation to stay true to our strong Scandinavian design roots. We stand behind every piece. Behind every statement. And we tell the story with confident joy.
Remaining deeply rooted in both our archives as well as our Scandinavian design language, hummel HIVE features new and contemporary spins on the familiar. Added just the right amount of classic hummel DNA. And always with a hint of refined nostalgia.
DISCOVER THE DROPS
DROP 1: ARCHIVE CASUAL
The very first drop presented in SS19 is inspired by the early beginnings of hummel and features sporty silhouettes with minimal styling. Bright yellow in combination with a monochrome colourway serve as a homage to the hummel bumblebee – a character from a past decade. It’s nostalgia meets contemporary.
Styles deriving from an off-pitch mindset but with clear references to sport and with lots of streetwear apparel. The designs are a stripped down, minimal takes on true originals from the archive giving off a Scandi-cool vibe.
DROP 2: FAN CULTURE
We love sport and everything about it! And we especially love those to which sport is almost larger than life. In other words: We are true fans of the fans. That’s why we’ve designed a tribute capsule in their honor. This second drop includes iconic fan culture references – vibrant colours, popping patterns and team crests.
This drop includes iconic fan culture and football references – vibrant colours, patterns and team crests. Adding vibrant red to a more monochrome colourway and looking to team sport uniform, materials and logos to encapsulate that unique stadium atmosphere. The silhouettes feature athletic design details such as colour-blocking, quirky stripes and football-inspired collars.
SHOP THE NEW COLLECTION
AT THE HEART OF SPORT
Collars are exaggerated in height or width. Neckline shapes and collar details are inspired by football jerseys.
Playing with oversize proportions to tweak classic football looks in contemporary ways. A strong mix of long, short, cropped, wide, and boxy.
Team crests, old-school narrow chevrons and centered logo placements stand out.
Blocked looks and contrast-coloured collars and hems offer an authentic sports statement. A monochrome colourway mixed with splashes of vibrant team sport reds and yellows.