Danish sports brand hummel is expanding its sneaker lineup, primarily in Europe, and is increasing the proportion of environmentally friendly, sustainable models. In Japan, the brand has been gradually releasing its BREAKER series of sneakers, made with recycled materials, in sneaker shops nationwide since early March.
■To become sneakers for the SDG era
The Sustainable Development Goals (SDGs) were adopted at the United Nations Summit in September 2015, setting international targets for a sustainable and better world by 2030. This marks an era in which companies and brands are also being called upon to actively participate in society.
As a brand from Denmark, a country that is at the forefront of environmental conservation, we are first increasing the proportion of recycled products in our sneakers. For this spring/summer season, 13 of the 57 in-line items listed in the catalogue are sustainable models. We will continue to increase this proportion in the future.
■Eco-friendly shoes that cause no stress
The newly released Breaker series uses recycled fibre made from PET bottles for the upper. The seamless knit upper feels good on the feet and is lightweight and highly breathable. The midsole uses the proprietary "BREAKER" sole, inspired by the ripples created by a drop of water falling on the surface of the water.
In addition to the thick, flexible EVA, three grooves inside the toe box help flex, resulting in a structure that improves cushioning while reducing fatigue even when worn for long periods of time. We aimed to create shoes that don't cause stress.
■Product Information
MINNEAPOLIS BREAKER SEAMLESS
The slightly coarsely woven knit mesh adds a design accent.
Price: 8,250 yen (tax included)
Size: 22.5 - 28.0 cm
TRINITY BREAKER SEAMLESS
A popular design from the Hummel archives is expressed in a knitted pattern.
Price: 7,700 yen (tax included)
Size: 22.5 - 28.0 cm
■About Hummel
The Danish sports brand "hummel" was founded in 1923 and was the first in the world to develop studded spikes. Back when soccer was played with leather shoes, adding studs to flat soles dramatically improved grip, enabling plays that were previously impossible. The story of the bumblebee (hummel in German), which was theoretically unable to fly due to its weight, but which eventually learned to fly through repeated efforts, was then incorporated into the brand name and logo. After 90 years of history, we are now developing our own unique brand story with the mission of "Change the World Through Sport." We continue to take on new challenges.
[OFFICIAL WEBSITE] http://hummel.co.jp
Click here for company press release details
■To become sneakers for the SDG era
The Sustainable Development Goals (SDGs) were adopted at the United Nations Summit in September 2015, setting international targets for a sustainable and better world by 2030. This marks an era in which companies and brands are also being called upon to actively participate in society.
As a brand from Denmark, a country that is at the forefront of environmental conservation, we are first increasing the proportion of recycled products in our sneakers. For this spring/summer season, 13 of the 57 in-line items listed in the catalogue are sustainable models. We will continue to increase this proportion in the future.
■Eco-friendly shoes that cause no stress
The newly released Breaker series uses recycled fibre made from PET bottles for the upper. The seamless knit upper feels good on the feet and is lightweight and highly breathable. The midsole uses the proprietary "BREAKER" sole, inspired by the ripples created by a drop of water falling on the surface of the water.
In addition to the thick, flexible EVA, three grooves inside the toe box help flex, resulting in a structure that improves cushioning while reducing fatigue even when worn for long periods of time. We aimed to create shoes that don't cause stress.
■Product Information
MINNEAPOLIS BREAKER SEAMLESS
The slightly coarsely woven knit mesh adds a design accent.
Price: 8,250 yen (tax included)
Size: 22.5 - 28.0 cm
TRINITY BREAKER SEAMLESS
A popular design from the Hummel archives is expressed in a knitted pattern.
Price: 7,700 yen (tax included)
Size: 22.5 - 28.0 cm
■About Hummel
The Danish sports brand "hummel" was founded in 1923 and was the first in the world to develop studded spikes. Back when soccer was played with leather shoes, adding studs to flat soles dramatically improved grip, enabling plays that were previously impossible. The story of the bumblebee (hummel in German), which was theoretically unable to fly due to its weight, but which eventually learned to fly through repeated efforts, was then incorporated into the brand name and logo. After 90 years of history, we are now developing our own unique brand story with the mission of "Change the World Through Sport." We continue to take on new challenges.
[OFFICIAL WEBSITE] http://hummel.co.jp
Click here for company press release details
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