Denmark launch limited edition hummel x HALO shirt blending football & fashion

Denmark will wear a special limited edition jersey when they face European champions Spain in the UEFA Nations League next month, a collaboration between cult kit manufacturer hummel and Danish fashion brand HALO that celebrates the power of unity.

As the lines between football and fashion become increasingly blurred, the new Denmark jersey that will be seen on the pitch at Parken Stadium in Copenhagen on 15 November features a deep Bordeaux colourway and merges HALO's Scandinavian design aesthetics with football heritage.

The unique pattern also draws specific inspiration from skydiving – it was actually during a parachute jump in 1981 that HALO founder Helge Petersen conceived the idea for the brand.

The jersey is steeped in Danish values.

In the words of Daniel Struzinki, head of HALO, the hummel-owned fashion brand, this jersey is designed to promote, "cohesion, courage, and community".

The latter in particular is considered the "core of both football and Danish culture."

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."

The 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."

As fashion culture has changed, football has become inextricably linked, where football jerseys are no longer just a sporting choice - but also a fashion choice.

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. And a larger complementary lifestyle collection has been created for an even wider audience.

An iconic Danish brand, hummel 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. That jersey was reissued in 2023 as part of the brand's centenary celebrations, as well as inspiring designs for many of hummel's affiliated club sides for the 2023/24 season.

Across that campaign, the Danish national team wore another jersey influenced by an all-time classic, taking inspiration from Euro '92 as Denmark defied the odds to win the tournament.

The new limited edition Denmark jersey by HALO and hummel will be available on the national team online shop and in selected Danish stores from Thursday 24 October 24th at 10am (CEST).

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