Copenhagen fashion brand, ROTATE, have joined forces with hummel and The Danish Football Federation to design an innovative new kit for the Women’s National team. The collaboration signifies the bridges forming between fashion labels and sport brands, whilst shining a light on the growth of Women’s football in Denmark.
ROTATE is a leading fashion brand founded in Copenhagen, forging bold and outgoing looks to emulate confidence onto their consumers. The fashion label has now teamed up with Hummel and The Danish Football Federation to design the new kit for the Women’s national team. In classic ROTATE style, the kit fashions a daring new design – soaking up ROTATE DNA.
“Our goal for ROTATE has always been to empower the women that wear our clothing, whether it is a sequin dress or football jersey, we want to inspire confidence through our designs. It is a great honour to partner with hummel and DBU to create the new kit for the National Women’s Football Team of Denmark, celebrating the accomplishments of our national team, and providing a platform for us to share our message of female empowerment with a diverse new audience. We hope this partnership will inspire the new generation of young women to pursue their dreams, stay true to themselves and work together.” shares Thora Valdimars and Jeanette Madsen, Co-Creative Directors, ROTATE.
The new Denmark Womens kit features a retro-style football jersey and short combination, envisioned in a vibrant red, white and black chevron pattern – paying homage to the traditional colours of the Danish kit. The jersey is fashioned with a white, vintage fold-over collar in the midst of a sea of black ROTATE logo patterns that engulf that top of the jersey. Complemented by a daring ‘V’ design that falls across the chest. The jersey comes of course with the shorts to match, again in the classic red and white of Denmark.
"This partnership is a unique fusion of sport and fashion, celebrating the skill and determination of the Danish National Women’s Football Team. With our deep passion for football, we are thrilled to collaborate with ROTATE and DBU on a kit that combines top-tier performance with a bold statement of female empowerment. We hope this collaboration inspires not just the players, but also fans and future generations to pursue their dreams and ambitions with confidence.” says hummel’s Marketing Director, Morten Lund.
The kit arrives as part of an extended collection, featuring a red sweat set, an oversized half zip, socks and wide leg track pants. All designed as a fusion of ROTATE and Hummel style.
“Women’s football is currently the fastest-growing sport in Denmark, and this partnership is a celebration of its progress and potential. Collaborating with hummel and ROTATE allows us to reflect the ambition and spirit of the Danish National Women’s Team while introducing a new and innovative perspective to football culture. Together, we strive to engage a wide and diverse audience, elevating the visibility and significance of the women’s game. We are proud to be part of a partnership that inspires future generations of players and fans alike." said DBU's Commercial Director, Birgitte Mabeck
The new ROTATE x hummel Denmark kit is available now at hummel.net
