October 25 – Next month, Denmark in collaboration with cult kit manufacturer Hummel, and Danish fashion brand, HALO will wear a special limited-edition jersey when they face European champions, Spain, in the UEFA Nations League.
As reported in IWF early in the week, jersey sales provide a considerable amount of club revenue, and the same model exists with international teams. As the lines between fashion and football continually intertwine with jerseys now considered ‘must-have’ fashion accessories, the new jersey will make its debut on the pitch at the iconic Parken Stadium in Copenhagen on November 15.
The limited-edition jersey will feature a deep Bordeaux colour scheme, that merges HALO’s Scandinavian design aesthetics with Denmark’s football heritage. Another unique feature that will make this a collectors item is the inspiration drawn from the sport of skydiving. HALO founder, Helge Petersen conceived the idea for the brand while launching himself from a plane in 1981, and HALO was born.
Perhaps the most important design factor is the badge on the shirt. As we have seen from both club and international worlds, supporters take the badge that players often kiss in celebration as a symbol of their love for their respective teams. The Danish badge has seen some changes, however Hummel and HALO believe that the Danish faithful will welcome the distinctive look.
In the words of Daniel Struzinki, head of HALO, the hummel-owned fashion brand, this jersey is designed to promote, “cohesion, courage, and community”. Struzinki added: “We have designed a national team jersey that represents a united entity fighting for a common goal – both on and off the pitch.”
That message is echoed by Birgitte Mabeck, commercial director of the Danish Football Association (DBU), who says: “Through the collaboration with HALO and hummel, we have created a national team jersey that combines the dynamism of football with the creativity of the fashion world, while also celebrating the pride and cohesion that are the essence of Danish football.”
Ultimately, Hummel, through collaborating with HALO want “to make the national team more relevant to both the football and fashion worlds,” says the firm’s marketing director, Morten Lund.
Hummel has long been associated with the Danish team and has created some truly memorable kits over the years, dressing the generation of the national team dubbed ‘Danish Dynamite’ at the 1986 World Cup in half-and-half pinstripes.
Contact the writer of this story, Nick Webster, at moc.l1734950213labto1734950213ofdlr1734950213owedi1734950213sni@o1734950213fni1734950213