Cold Hawaii on the west coast of Denmark acts as the inspiration behind hummel HIVE’s SS20 collection, providing an array of fresh seaside colourways and striking silhouettes combined with unique, Scandinavian surfer vibes, and laced with the brand’s legacy in football.
Hummel HIVE follows up its AW19 collection by marking an evolution in the brand’s signature heritage aesthetic. The SS20 collection draws inspiration from Cold Hawaii on the West Coast Of Denmark, and it combines the classic sporting elements that remain at the heart of hummel HIVE with the unique Scandinavian surfer vibes associated with the area.
Staggered across two drops, hummel HIVE’s SS20 collection retains Cold Hawaii as the core inspiration throughout with the initial release marrying classic sports tech with vibrant surf-inspired aesthetics. Summer-style pastel colourways merge with oversized 90’s silhouettes, produced in lightweight, utility material. Evocative of the wind and waves of the West Coast, Scandinavian simplicity is retained across each of the products with hummel also utilising accent piping, translucent detailing, and wetsuit constructions to capture the raw energy of Cold Hawaii.
The second drop is a nod to the understated beauty of the region’s landscape, with organic mixes of tan and crisp white reflecting the clear skies, open water and salty air with subtle shades of blue incorporated throughout. Archive inspired colour blocking is combined with a variety of textures and pattern references which include tie-dye and team sport.
The first drop of Hummel HIVE's SS20 collection will be available on hummel.net from 6 February with drop 2 following on 27 February.
