Hummel's inherited philosophy
Through its 100 years of history and the inheritance of a solid philosophy. "HUMMEL 00'' is a new line that once again shines a light on the core of the story created by the Danish sports label "HUMMEL,'' which celebrated its 100th anniversary in 2023. In particular, it's based on the philosophy of the KARMA PROJECT, which has been advocated for about 20 years. KARMA PROJECT is an activity that focuses on human rights, gender, and peace, works closely with minorities, and transforms the world into a more diverse and positive one through sports.
Also expands the range of interpretation of a Danish word "Hygge", which means a good time with others, intimate and comfortable space. It can be worn across the borders such as race, age, gender, occupation and occasion. Now, the daily wear launched its 2025SS collection by SSK Co., Ltd., a company that owns the trademark rights for hummel in Japan, created a new collection from Japan to focus on the way of living in modern era.
Capturing every border that becomes transparent
In this season, the first collection by director Ryo Maeno who came into contact with the philosophy that underlies hummel and the country of Denmark itself, and what rose up in his mind was an image of the daily lives of countless individuals, in contrast to the larger story, imagined the fictional hotel "HOTEL HUMMEL'' as a place where people from any different backgrounds come to meet, a metaphor for the coexistence of diversity and conformity, and imagined the profiles and attire of 5 groups staying at the hotel, each of them came with their own goals and feelings. Then, he reflected on the product. The superficial appearance is different but the same.
The existence of characters who share the feeling while staying in a hotel is like a scale map of a drama group woven by a variety of people who gather under the philosophy of HUMMEL 00. A tailored jacket with a big silhouette inspired by the attire of a date man with a mysterious shadow, that is open to all body shapes.
The wool material, which gives off an elegant luster, is blended with Teijin Frontier's SOLOTEX, combining the essence of sports and the city. To make the transition between consumers' lifestyles seamless.
The skipper shirt, which relieves tension from the shoulders, is made of an ultra-lightweight taffeta blend with Super 100's wool in the weft and nylon in the warp. Tailored to provide abrasion resistance and lightness. These soft pajama shirts and pants. They are reminiscent of hotel nightwear. It mixed with silk and nylon material which is upgraded to wash in washing machine.
Many inevitable choices from Hummel are expressed in the form of consideration for the global environment. They don't use denim materials that have a high impact on the environment when using chemicals or treating wastewater, and disassemble jeans and denim jackets into parts and scan the patterns and transfer them to polyester.
The sweatshirts, which sample Danish military knits from the 2000s, are made by recycled swine cotton, which has a softer look than regular cotton, and the logic of ecology is sublimated into functional beauty rooted in everyday life.
HUMMEL 00 use the materials with a highly functional and essential story, as well as its ability to capture every border line that becomes transparent through versatile cutting, resonates the KARMA PROJECT philosophy.
Extraordinary life hidden in the extension of everyday life
Hummel's mix of different codes, such as oversized shirts, sports tights, elegant shorts, and soccer socks, are organically connected within hummel's domain, and are seamlessly connecting with sportswear and daily wear.
The style of clothing that somehow deviates from the norms of coordination evokes the slightly carefree and free-spirited feeling during relaxing in a hotel. The elegance and supple mood that affirms the twist between the ordinary and the extraordinary will become the soil that nurtures our "Hygge".
Official Website: https://www.hummel.net/
CREDIT
Show Director - Michio Hoshina at PLANKTON
Lighting Planner - Ryo Kawamura at art brain company
Sound Planner - Hiroki Yoshimi at art brain company
Stylist - Yuto Inagaki at CEKAI
Hair Artist - Yu Nagatomo at home agency
Make-up Artist - Tamayo Yamamoto
Casting Director - Kosuke Kuroyanagi at VOLO
Show Music - Shuki at I Don't Like Mondays.
Movie Director - Genki Nishikawa at mild inc.
Runway Photographer - Koji Shimamura
Back Stage Photographer - Local Artist
Writer - Tomohiro Onishi
Creative Editor - Tatsuya Yamaguchi
PR - Keitaro Nagasaka at Sakas PR
Brand Direction - reynato.tokyo inc.
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