Few companies have embraced collaborations more than Hummel. Though collabs have become part and parcel of the club scene, brands have been more tentative when dipping into the fashion well in regards to national team kits. Not so much the Danes though, who have been pushing the envelope over recent years bringing fashion brands increasingly towards the international scene.
Hot on the heels of the HALO x Hummel x DBU kit launched last year, Hummel and the DBU (Danish Football Federation) are back partnering with another fashion brand in Copenhagen-based ROTATE for a new collection created for the Denmark women's team.
In short, it is everything you want to see from a fashion collab.
Shop the Hummel FootballShirts collection.
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A fashion collab done right
The best fashion collabs are the ones which bring out the strengths of all parties involved, and the Denmark ROTATE jersey does exactly that.
A contrasting white collar immediately stands out, mimicking the look seen in countless photoshoots where players or models wear a button-up shirt underneath their kit. The shirt then unfolds in distinct layers, with a striking dotted pattern stealing the show.
This arrangement of dots and symbols is high fashion in its aesthetic, and it makes for a brilliant addition to the kit especially when combined with the subliminal chevron pattern which is part of the fabric of the kit. Subliminal is the word when it comes to Hummel’s iconic brand marks on the sleeves, also. Sitting in black with a white outline on the black portion of the design, the chevrons are a harmonious addition which complement rather than distract. A predominantly red colourway also helps the shirt feel at home as a Denmark kit specifically, though the heavier than usual use of black injects a fresh perspective.
"Together, we strive to engage a wide and diverse audience, elevating the visibility and significance of the women’s game.”
Some collab kits simply don’t take advantage of the more open playbook a fashion partnership should provide, but this is a kit which truly captures both on-pitch and off-pitch energy whilst managing to not overly favour any one side of the party.
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Immortalised on the pitch
For a variety of reasons many of the best collabs never get to see any on-pitch action, even in a non-competitive setting. Thankfully that’s not the case here though, as Denmark will wear the ROTATE kit for the upcoming Nations League match against Italy on April 8th, greatly enhancing the collection’s appeal in the process.
The timing of the collab is also worth noting. March 8th marks International Women’s Day, and ROTATE Co-Creative Directors Thora Valdimars and Jeanette Madsen spoke about the brand’s aims when it comes to empowering women through clothing:
“Our goal for ROTATE has always been to empower the women that wear our clothing, whether it is a sequin dress or football jersey, we want to inspire confidence through our designs.”
DBU Commercial Director Birgitte Mabeck echoed the power that sport has, saying:
“Women’s football is currently the fastest-growing sport in Denmark, and this partnership is a celebration of its progress and potential… Together, we strive to engage a wide and diverse audience, elevating the visibility and significance of the women’s game.”
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Before we go we shouldn’t overlook the incredible supporting items of the ROTATE collection. From a jacket that showcases the fashion-led pattern of the match kit, to a red tracksuit set that makes beautiful use of Hummel’s signature chevrons, this is a 10/10 no notes situation.
You can pick up the various items across from Hummel, DBU, ROTATE and select retail partners from March 2025.
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