the hummel aW2011 Statement collection merges an urban sporty lifestyle with outdoor inspired elements. Based on the fundamentals of hummel old School DNa , we have created comfort with great design solutions through a mix of retro sport styling, added cosy comfort and a twist of outdoor lifestyle expressions.
chevrons are used and placed in various new ways. carefully considered colour choice of chevrons offers
both subtle and colourful contrasted choices within DNa products. great effort is put into workmanship, stitches and print technique. choice of string stoppers, zipper details, rivets and buttons all add that extra little thing to the product.
colour choices are based on leaf fall colours merged with splashes of bright sports colours. In the men’s collection, blue, brown and pine needle green are spiced up with yellow and orange colours creating new exiting retro fall combinations. Within the women´s collection, pine needle green, brownish grey, oxblood red and burnt sienna are brightened with bright blue, pink and yellow splashes. true to the season, black and dark grey melange function as strong basic colours.
graphics within men´s collection play a significant role. among these outdoor element inspirations are mixed with our logos. New editions of our heritage chevron logo are created as well as an illustration of the evolvement of our original bee logo. Stencil art graphic adds edge and sense of humour to the collection. Some graphics are created in cooperation with the Danish graphic designer Don John - a street artist known for graffiti and stencil art in urban spaces of New York, Berlin, copenhagen etc.
Illusion inspired all over printed knit cables and “leaf fall” feather graphics add the edge and twist of sport meeting nature in the women´s collection. continuously, we reflect on human health and sustainability, and the Öko-tex standard 100 mark “confidence in textiles - tested for harmful substances” can again be found on a wide range of the products. the aW2011 Statement collection takes the hummel character to the sphere of sporty fall in the forest.