Hummel‘s expansion from sportswear into street gear is putting it on par with higher profile brands working in a similar mix. The Danish label with the downward pointing arrow logo has been producing soccer boots and clothes since the early 1920s, and picked up speed in fashion circles in the mid-’90s when Christian Stadil took over the company. Now the whisper is that the diversifying label is poised to be the next Adidas.

What Stadil did at Hummel was to hire several designers with a Bernhard Wilhelm-like philosophy of complete creative control, and place them in a room with state-of-the-art equipment. The result is attention grabbing and expanding collections. A breakout fall women’s line featured a well-timed trip through the Far East. Geisha satin jackets and kimono wraps with embedded traditional Japanese art features for women and the Shanghai soccer team-inspired gi-like wrap that mixed with Chinese schoolboy uniform jackets in the menswear collection. For spring ’05, it’s kitschy designs with embroidery and appliqués drenched in a rainbow of Kelly green, lavender, and aqua blues. Drawing from their rich history, the collection features updates on original team tracksuits like Tijuana & Holland, a retro aesthetic that extends to slim-fit tees and messenger bags.

Hummel received the Sportswear International’s athletic women award for the strongest interpretation of sport style in a single garment or across a woman’s collection of 2005. Newfound fans include Jennifer Lopez, Lisa-Marie Presley, and David Beckham. Hummel sells worldwide at boutiques and exclusive shops including Collette in Paris, Beams in Japan, Fred Segal in Los Angeles, and Bloomingdales in New York.


-Kenneth Yu

Photos: Hummel s/s ’05