Diving into the football x fashion space, sports brand hummel brought their Danish fashion brand HALO in to create a new national team jersey for Denmark. The design celebrates the power of unity, and will debut in the Nations League match against Spain on 15 November at Parken Stadium.
Being from the same nation, hummel rarely let their fellow countrymen down when it comes to kit designs, from retro throwbacks to original designs for the women’s team. And now they’re exploring all-new territory by collaborating with Danish fashion brand HALO for a beautifully bespoke new look for Denmark. So when Pierre-Emile Højbjerg, Kasper Dolberg, Alexander Bah, and the rest of the Danish national team take to the pitch against the reigning European champions, Spain, on 15 November in Parken, they’ll do so in their new and exclusive national team jersey.
As part of a broader collaboration between hummel, DBU, and the hummel-owned fashion brand HALO, the players will wear the limited edition national team jersey that honours the strength of unity and represents not only the players on the pitch but also the unseen victories achieved through solidarity.
The jersey is designed in a deep bordeaux colourway, merging HALO’s Scandinavian design aesthetics with the proud heritage of football. The unique pattern displayed serves the inspiration from skydiving and harks back to the founder of HALO, Helge Petersen, who conceived the idea for the brand during a parachute jump in 1981.
Daniel Struzinki, Head of HALO commented: ”We are incredibly proud to have had the opportunity to collaborate with hummel and DBU to design a national team jersey that symbolises cohesion, courage, and community. For us, community is the core of both football and Danish culture, and the jersey is meant to remind us that we are stronger together than we are apart. Putting into play our own history combined with the values and roots of the national team, we have designed a national team jersey that represents a united entity fighting for a common goal – both on and off the pitch.”
DBU’s Commercial Director, Birgitte Mabeck, said: ”We are pleased to present a unique national team jersey that symbolizes the com- munity and solidarity that are characteristic of our national team. Football is about much more than the game on the pitch, but also about the values we share as a nation - and the strength that comes from standing together. Through the collaboration with HALO and hummel, we have created a national team jersey that combines the dynamism of football with the creativity of the fashion world, while also celebrating the pride and cohesion that are the essence of Danish football.”
Speaking on the decision to explore the growing football x fashion movement in jersey design, hummel’s marketing director, Morten Lund, said: ”Football has long had a strong presence in the fashion world, and we are proud to take the next step with this national team jersey. The jersey is not just a symbol of Danish pride and community but also an example of how football and fashion can come together to create something truly unique. Our goal with this collaboration is to make the national team more relevant to both the football and fashion worlds. In addition to the national team jersey, we have also designed a larger lifestyle collection aimed at appealing to an even wider audience.”
The new limited edition national team jersey from HALO, hummel, and DBU will be available on the national team shop website and in selected Danish stores from Thursday, 24 October at 10:00 AM.
