The sports brand "Hummel," which celebrates its 100th anniversary in 2023, has launched a fashion line for the 2025 spring/summer season.HUMMEL O (HUMMEL 00)Do you know what the "〉〉is?
Focusing on urban lifestyles, the brand has quickly become a topic of conversation as wear that goes beyond sportswear and transcends various borders such as race, age, occupation, and scene. It has been announced that Masanori Morikawa will assume the position of creative director starting with the second season, the 2025 fall/winter season.
Mr. Morikawa is the founder of the fashion brand BASICKS and is also known for his work with CHRISTIAN DADA, and in 2016 he became the youngest Japanese to show at the Paris Collections on the official schedule. In 2016, he became the youngest Japanese to show at the Paris Collections on the official schedule.
Upon assuming his new position, Mr. Morikawa said the following
The concept is "New Heritage," which has a long history since its establishment in 1923, and there are many archives of drawings and paintings. We want to rearrange it in a modern way and incorporate it into urban, adult sportswear. The "bumblebee," which represents a bumblebee and is also the origin of the brand name, and the V-shaped "chevron pattern" are very eye-catching, and we plan to make the most of them in "HUMMEL O." "Bumblebee" and "chevron pattern" are also very eye-catching, and we plan to make the most of them in "HUMMEL O. We plan to make the most of them at "HUMMEL O" as well. One of our themes is to create designs that even people who have no interest in sports would want to pick up. Basics of BASICKS are basically made from sustainable materials, so we want to incorporate that as much as possible.
Information on the items has not yet been released, but the first runway show after the inauguration is scheduled for next month's Rakuten Fashion Week Tokyo in March.
Let's look forward to hearing more!
