Danish sports brand hummel will celebrate its 100th anniversary in 2023, and has announced the Spring/Summer 2025 collection for its new line, "HUMMEL 00," which re-examines the core of the stories it has woven to date.
Courtesy of HUMMEL
For this season, which marks the brand's first collection, director Ryo Maeno, who was exposed to the underlying philosophy of hummel and the country of Denmark itself, was struck by images of the everyday lives of countless individuals, in contrast to the grand narrative. We envisioned the fictional hotel "HOTEL HUMMEL" as a place where people of all backgrounds come and go, a metaphor for the coexistence of diversity and harmony, and projected it into the product, imagining the profiles and outfits of five groups of people staying at the hotel, each with their own goals and aspirations. Though their outward appearances may differ, the characters share the same feeling of staying in the same hotel, like a miniature version of the ensemble drama woven by the diverse people who come together under the philosophy of HUMMEL 00.
Courtesy of HUMMEL
Inspired by the mysterious and shadowy attire of a dandy, this oversized tailored jacket is open to all body shapes. The wool material, which exudes an elegant luster, is blended with Teijin Frontier's SOLOTEX, seamlessly blending the essence of sport with the lifestyle of an urban dweller. The relaxed skipper shirt is crafted from an ultra-lightweight taffeta blend with a Super 100's wool weft and nylon warp for abrasion resistance and lightness, while the soft pyjama shirt and pants, reminiscent of hotel nightwear, are upgraded to a machine-washable silk and nylon blend.
Courtesy of HUMMEL
Hummel's essential choices are also reflected in its consideration for the global environment. Rather than using denim, which has a high environmental impact due to the use of chemicals and wastewater treatment, jeans and denim jackets are disassembled and scanned, and patterns are then transferred onto polyester. The sweatshirt, which samples Danish military knitwear from the 2000s, is made from recycled Supima cotton, which is softer than regular cotton, elevating ecological logic into functional beauty rooted in everyday life.
Courtesy of HUMMEL
HUMMEL 00's use of materials backed by high-performance and essential stories, and their use of versatile cutting to capture all boundaries that become transparent, resonate with the philosophy of KARMA PROJECT.
Courtesy of HUMMEL
Fresh lime and sax blue evoke the hedonistic air of an exciting vacation. Retro burgundy evokes the image of an elderly couple relaxing in a hotel. This season's color palette reflects the gradual dissolution of the boundaries between diverse individuals. Motifs and colors from nature, such as the natural phenomenon of "Sortsol," in which flocks of starlings soar against a vivid orange evening sky, and Denmark's national bird, the mute swan, are printed as graphics on relaxing open-collar shirts, further enhancing the scent of Denmark, an inseparable part of hummel's origins.
Courtesy of HUMMEL
Oversized shirts and sports tights, elegant shorts and football socks - within the hummel sphere, this mix of different codes that organically come together
is full of the joy of smoothly connecting sportswear and everyday wear. This style, which seems to deviate from the norms of coordinating outfits, evokes the slightly carefree and unrestrained feeling that is inherent in spending time relaxing at a hotel. This relaxed and flexible mood, which embraces the twist of everyday life and the extraordinary, is sure to be the fertile ground for nurturing "Hygge," an important Danish value.
Courtesy of HUMMEL
CREDIT
Designer - Akira Maeno
Show Director - Michio Hoshina at PLANKTON
Stylist - Yuto Inagaki at CEKAI
Hair Artist - Yu Nagatomo at home agency
Make-up Artist - Tamayo Yamamoto
Runway Photographer - Koji Shimamura
Courtesy of HUMMELFor this season, which marks the brand's first collection, director Ryo Maeno, who was exposed to the underlying philosophy of hummel and the country of Denmark itself, was struck by images of the everyday lives of countless individuals, in contrast to the grand narrative. We envisioned the fictional hotel "HOTEL HUMMEL" as a place where people of all backgrounds come and go, a metaphor for the coexistence of diversity and harmony, and projected it into the product, imagining the profiles and outfits of five groups of people staying at the hotel, each with their own goals and aspirations. Though their outward appearances may differ, the characters share the same feeling of staying in the same hotel, like a miniature version of the ensemble drama woven by the diverse people who come together under the philosophy of HUMMEL 00.
Courtesy of HUMMELInspired by the mysterious and shadowy attire of a dandy, this oversized tailored jacket is open to all body shapes. The wool material, which exudes an elegant luster, is blended with Teijin Frontier's SOLOTEX, seamlessly blending the essence of sport with the lifestyle of an urban dweller. The relaxed skipper shirt is crafted from an ultra-lightweight taffeta blend with a Super 100's wool weft and nylon warp for abrasion resistance and lightness, while the soft pyjama shirt and pants, reminiscent of hotel nightwear, are upgraded to a machine-washable silk and nylon blend.
Courtesy of HUMMELHummel's essential choices are also reflected in its consideration for the global environment. Rather than using denim, which has a high environmental impact due to the use of chemicals and wastewater treatment, jeans and denim jackets are disassembled and scanned, and patterns are then transferred onto polyester. The sweatshirt, which samples Danish military knitwear from the 2000s, is made from recycled Supima cotton, which is softer than regular cotton, elevating ecological logic into functional beauty rooted in everyday life.
Courtesy of HUMMELHUMMEL 00's use of materials backed by high-performance and essential stories, and their use of versatile cutting to capture all boundaries that become transparent, resonate with the philosophy of KARMA PROJECT.
Courtesy of HUMMELFresh lime and sax blue evoke the hedonistic air of an exciting vacation. Retro burgundy evokes the image of an elderly couple relaxing in a hotel. This season's color palette reflects the gradual dissolution of the boundaries between diverse individuals. Motifs and colors from nature, such as the natural phenomenon of "Sortsol," in which flocks of starlings soar against a vivid orange evening sky, and Denmark's national bird, the mute swan, are printed as graphics on relaxing open-collar shirts, further enhancing the scent of Denmark, an inseparable part of hummel's origins.
Courtesy of HUMMELOversized shirts and sports tights, elegant shorts and football socks - within the hummel sphere, this mix of different codes that organically come together
is full of the joy of smoothly connecting sportswear and everyday wear. This style, which seems to deviate from the norms of coordinating outfits, evokes the slightly carefree and unrestrained feeling that is inherent in spending time relaxing at a hotel. This relaxed and flexible mood, which embraces the twist of everyday life and the extraordinary, is sure to be the fertile ground for nurturing "Hygge," an important Danish value.
Courtesy of HUMMELCREDIT
Designer - Akira Maeno
Show Director - Michio Hoshina at PLANKTON
Stylist - Yuto Inagaki at CEKAI
Hair Artist - Yu Nagatomo at home agency
Make-up Artist - Tamayo Yamamoto
Runway Photographer - Koji Shimamura
