Hummel and Astrid Andersen announce sustainable collaboration
Sportswear brand Hummel and contemporary designer Astrid Andersen have announced their collaboration for an AW20 collection.
The collaboration sees them re-purpose their archives of unused stock to create new pieces, advocating a future of more conscious consumption.
The collection consists of about fifteen styles and uses team jerseys from Hummel which are then reworked and repurposed by Anderson. There will also be tracksuits and shorts featured.
To launch the collaboration, the two brands partnered up with MADD Productions to release a short documentary exploring the process.
Andersen said in a statement: “The inspiration for the collection did actually become the archive, it didn’t make sense to start anywhere else because we knew that the foundation of the project was to repurpose all these archive jerseys that they had in stock and how can we make something that just felt more considerate.”
Annette Lytzen, apparel technician for Hummel, said: “The whole idea behind this project is to send out a signal that a big company also is aware that we all need to make changes”.
A release date is still to be confirmed.
Hummel is one of the oldest, most dedicated team sport brands in the business and our iconic chevrons have always worked as a symbol of how we like to do things a little differently – always with a twist and (a whole lot of) character. Values that apply to the company’s numerous sponsorships around the world. In 2019 Hummel became the official technical sponsor and clothing supplier for the International Handball Federation (IHF). The new partnerships were kicked off with the IHF World Men’s Championship in Denmark and Germany in January 2019.
Astrid Andersen is a Copenhagen / London based brand that creates premium casualwear designer clothing with a sports inspired aesthetic that leads a new generation in menswear. Astrid Andersen is Danish born fashion designer and trained at the Royal College of Art in London.
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Source: FASHIONUNITED
