On the second day of Rakuten Fashion Week TOKYO 2026 S/S, the new line from the Danish sportswear brand, "HUMMEL 00," was unveiled at Studio Earth in Starrise Tower. This marks the second season since Masanori Morikawa took over as creative director, and this time, the brand went beyond the traditional show format, opting for an installation combining video and clothing.

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The theme was "Human Anatomy." By combining sportswear, a symbol of health and freshness, with an anatomical perspective, the collection boldly brought to light the mystique and grotesqueness inherent in the human body.

Courtesy of HUMMEL

Clothing that reflects the human body structure
The collection's iconic pieces are the track jackets and pants. Tape creates lines reminiscent of joints, and the movement of bending the knee remains intact in the design. Another striking approach was to not push the logo forward, but rather to hide it, drawing the eye to the "invisible parts" of the body. This design, which is both healthy and eerie, challenges the viewer to reinterpret sportswear from both the perspectives of "functionality" and "spirituality."

Courtesy of HUMMEL

A visual expression intersecting the city and the body
At the venue, a man dancing freely in the middle of the city was projected onto the screen, along with motifs such as eyeballs, cells, and blood. While seemingly chaotic, the images symbolize the complexity and energy hidden within the human body. In the center of the space, a mummy-like torso wrapped around itself with threads hung, captivating the audience with its design suggesting the separation of body and mind known as "astral projection." The image vividly portrayed Hummel as a sports brand challenging "inviolable territory."

Courtesy of HUMMEL

A new image of a sports brand
HUMMEL 00 demonstrates a determination to transcend sportswear as a mere symbol of competition or health. Morikawa views the human body as a landscape, and uses clothing as a mirror of this. By embracing opposing elements—movement and structure, physicality and spirituality—HUMMEL 00 illustrates the possibilities of a new sports brand as "fashion that touches the invisible realm."

Courtesy of HUMMEL
Courtesy of HUMMEL
Courtesy of HUMMEL


*Updated 9/11 (images added)