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hummel HIVE BRINGS THE GREAT NORDIC OUTDOORS FOR AW19

PRESS RELEASE
By Press Club

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Fashion

This season hummel continues to combine its long standing sports heritage, with classic Danish design to create a HIVE collection that stands the test of time with its use of memorable prints and patterns.

The first drop from the collection focuses on the grown up side of sportswear, mixing classic sport references, colourways and block details in traditional colours, for a sophisticated and subtle fusion of sport and style. Strong references to the winning goal keeper kit worn by Danish national legend, Peter Schmeichel in the 1992 European Championship, can be seen throughout the collection in the well-known multi-coloured rendition as well as an updated greyscale and all black version.

The second of the two drops is focused around celebrating the Nordic outdoors and inspired by the feeling of freedom when outside with friends. This collection plays with exaggerated proportions and details, to create unique but familiar silhouettes. Archive references have been made in regards to the traditional colour blocked track tops of the 90’s, with subtle contrast piping details. The final touch of the great outdoors can be seen in the finishing details. Embroidered graphic patches adorn clothing and accessories, whilst striped rope pulleys and plastic togs are used to finish off accessories.

The colour palette of the collection is primarily monochrome, with splashes of sporty blue and royal green, alongside the iconic hummel chevrons.

AW19 is the second collection from the hummel HIVE portfolio and the celebration of sport as a medium to bring together people of all beliefs, nationalities and differences has remained the overall inspiration throughout.

Global distribution is being finalised, however hummel will be presenting the AW19 hummel HIVE collection at European fairs; Pitti, SEEK, Jacket Required and CIFF.

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