Danish label hummel are well and truly buzzing right now. Originally taking flight from Northern Germany almost a century ago, hummel have cultivated deep roots in European sportswear, sponsoring the likes of Real Madrid, Aston Villa, and even the
Overcoming the Odds
hummel would remain in Hamburg up until 1956, when Danish visionary Bernhard Weckenbrock brought the label to Kevelaer in the venerated lands of North Rhine-Westphalia. Weckenbrock established a clear flight path and identity for the hummel brand, f
In the late 1960s, hummel introduced a rounder version of their logo. Luckily, the beefed up insignia had no problems taking flight – this time across the globe! hummel shifted to Denmark in the 1980s and, over the next two decades, the label inked
In more recent times, the hummel buzz has continued into the 21st century, an era seemingly defined by collaborations. Adapting to that climate, in 2015 hummel linked up with Japanese sneaker boutique atmos and fellow Tokyo-based designer Mila Owen
THE REACH LX 6000
The debut colourway, inspired by hummel’s archive from the 1980s and 1990s, is galvanised by black midsoles and a burst of radiant orange citrus on the heel. ‘It’s really her own universe interpreted on our silhouette,’ says Martin Ahn, Product Man
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