hummel FASHION AW08 FASHION COLLECTION
- Presenting the Urban Characters
Operating in the sphere where fashion meets sports, the hummel Fashion AW08 collection is made to express the unique heritage and authenticity of the hummel brand.
Based on the assumption that all people are characters in the game of life, the overall theme of the hummel Fashion AW08 collection is urban characters. Inspiration comes from urban spaces partly owing to the fact that for the first time in history more than 50% of the world’s population is living in urban environments. Consequently, the world is becoming smaller and the number of degrees separating people from each other is decreasing as we speak. This interdependence means that human beings across cultural, ethnic and national boundaries have begun putting ‘we’ before ‘me’. The AW08 collection is designed to fulfill the need of the creative, bold, confident, and socially conscious ‘urbanites’, who enjoy an active big city life.
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PRESENTING THE hummel AW08 KIDS COLLECTION
- It’s never too early to be streetwise
The cities around the world are growing at a rapid pace, and consequently more and more children are living in cities. This development has inspired the hummel team of designers in the creation of streetwear for the little ones with the collection theme in mind: it’s never too early to be streetwise.
Children are spontaneous, curious and full of energy. The baby and junior clothes from hummel provide the possibility for being active while exploring the urban spaces. Snowsuits, anoraks and lovely comfortable dresses are some of the new items in the hummel AW08 Kids collection. And even though it’s a winter collection the lively bumble bees keep buzzing around in the styles. Colours are warm and deep like ripe autumn fruits.
No matter how much it rains or snows the hummel kids are still able to get to where they’re going with dry socks and warm feet as the collection also holds Kids’ footwear in matching colours suitable for the winter season.
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CHARACTERS
- Introducing the hummel Characters campaign
There are days with sunshine and days with rain. There are two sides to every story. There is good and evil in all of us. Appearances are often deceiving. What appears to be good on the outside might be the opposite on the inside. When you scratch the nice and clean surface, the devil is lurking. Every now and then that dark side of our personality might rear its ugly head.
We are all characters in the game of life - in the game of handball. When entering the court handball players can go from being domestic to dangerous in a split second – instant conversion.
This is called change of character. And that is what the hummel Characters campaign is all about.
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