hummel HIVE presents the brand’s SS21 collection. Inspired by times of true seismic change, hummel HIVE’s latest offering presents an optimistic approach to streetwear, designed in Denmark with a strong nod to the brand’s revered product archive. All pieces in the new range are sourced from sustainable fabrics, marking further progress in the brand’s environmental commitment. Ahead of a truly unique SS21 season, hummel chooses optimism as the central focus for the forthcoming product categories, fronted by the ‘We’re Ok’ campaign.
hummel HIVE’s SS21 campaign looks to key tastemakers from around the globe for an honest reflection on the current mood in their local region. An evolution of the AW20 Urban Habitat narrative, the campaign opens the new year with optimism and positivity utilising striking colourways presented alongside a refreshing use of neutral colour tones; produced in an array of looser, boxier fits. New and existing silhouettes are reimagined with the collection also featuring an array of utility references, such as detachable trouser legs, heavy-duty zips and chunky pockets. High comfort pieces feature throughout the SS21 season including an array of pull-on elasticated shorts and seamless bodysuits adorned with hummel’s iconic chevron.
hummel HIVE SS21 calls for optimism in the new year, with all pieces in the forthcoming collections placing emphasis on comfort, durability, and sustainability as well as the brand’s iconic Scandinavian approach to style. hummel’s campaign stars offer a refreshing commentary on life ahead of an unpredictable new year as well as an important reminder of the importance of togetherness and community.