Established in 1923, hummel remains to this day a 100% family owned brand based out of its home city, Copenhagen, Denmark.  With a rich history in team sports such as football and handball the brand is much loved by heritage sportswear afficiondos.

The fashion and fashion footwear lines launched in 2002 have developed a cult underground following.  The familiar chevron stripe has been spotted on Artic Monkeys, Robbie Williams and the Ting Tings to name just a few.

Hummel is represented by the bee and eschews the core values associated with ‘character’.

The concept of Character has been instrumental in defining the direction of hummel since the concept was born in 2005. Each product expresses its own story and unique character and the same goes for every team and individual player they sponsor around the world. These teams and players are meticulously chosen – not only due to size and worldwide fame but according to uniqueness, character and will to win.

The brand lives and breathes its ethical approach to business and the fair treatment of others choosing to get involved with grass roots projects in places like Afghanistan and Sierra Leone.

Some of you may know hummel well for its Free Tibet line, some of you may think ‘football’ –there are many facets.  From sassy swimwear, old skool tracksuits to style driven fashion and sports kit, we have it all here.

For further information, please contact jo@dustpr.com