HUMMEL HIVE TAKES IT
TO THE NEXT LEVEL
hummel HIVE will be broadening its scope and taking on a new role in the hummel portfolio from SS19 – hitting markets and stores with great new designs for both apparel and footwear exclusively for fashion distribution.
HIVE is not a newbie at hummel, having been a part of the portfolio for almost 3 years. Designs to date have been available in only a few selected stores and brought to life through a number of strong collabs with mita sneakers, 24 Kilates, 424, Overkill, Storm Fashion and other creative and dedicated partners.
From SS19, hummel HIVE will be available to a broader customer segment with a renewed focus on collections exclusively for fashion retail. hummel has been a genuine sports brand since 1923 and to pay homage to its heritage, the new collection will be driven by trends from the contemporary sport core fashion scene, while remaining deeply rooted in the archives and the true hummel sports DNA. Expect hummel HIVE to always present new and directional takes on the familiar.
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 black-and-white serves as a homage to the hummel bumblebee – a character from a past decade. It’s nostalgia meets contemporary. The designs are a stripped-down, minimalistic take on true originals from the archives, creating what many would describe as a Scandi-cool vibe.
The second drop is dedicated to fans and is a capsule in their honour. The pieces include iconic fan culture references: vibrant colours, patterns and team crests, all of which serve as explicit ways for the tribe to signal from a distance and to show their joy, support and comradery. The fan-drop adds a vibrant red to a more monochrome colourway. The capsule is packed with football references and draws inspiration from team sport uniforms, materials and logos to encapsulate that unique stadium atmosphere and style culture.
hummel is dedicated to staying true to its core beliefs and design values when designing hummel HIVE. It’s about transparency, honesty and sport to the core. It’s about continuously celebrating sport and its power to bring people together across differences, nationalities, and beliefs.
The collection can be found in stores February 2019.