A brand that flutters its wings across creative territories, Hummel is a brand with many characteristics though a wholly strong ethos. Striking Scandinavian minimalism with an independent culture that blends a healthy mind with a healthy body, we headed to the city of Aarhus to capture how this bee buzzes behind the scenes.
In collaborating with Hummel Hive, we have been able to release a limited edition capsule collection of shirts. It is looking through the much journeyed archives that truly brings home just how much this is a brand, in the shape of Hummel, that has threaded some of the very best. 'Hummel Hive', in case you're wondering is a part of the brand responsible for driving creative collaborations - a bespoke department set about to inspire through story telling product. Regardless of standard on the pitch, whichever team has donned those chevrons, they've done so well suited. Embracing various sublimation techniques and looking to deliver bespoke products to the teams they work with, it's not simply a brand awash with straight up templates, it's a customisable partnership that has a top tailored finish very much billed as the end result.
An office space that overlooks the ocean, that's the brick and mortar. Archived however are shirts upon boots of sporting history. Famous title winning Danish sides are coupled with rock and roll tennis shapes. It's a 90s rave get up of a brand that dances with contemporary moves. From Southampton to Falkirk with Real Madrid in between, this is a brand with style as well as substance as the images above show. The more you look, the more you discover and the more the character blossoms. Rock and roll, just as we like it.
Take a look at the SoccerBible x Hummel Hive collection here.
Photography by Rich Maciver for SoccerBible.