Hummel Hive are back with their latest collection for AW21, paying homage to the all important 12th man with the ‘Sideliners Campaign’. The brand’s latest offering features fresh iterations of the brand’s iconic logo combined with modern performance detailing, sartorial staples and boxy Scandinavian silhouettes.

We’ve all been there, either warming the bench on a cold Sunday morning as you wait for your chance to get on the pitch and get warm enough to actually feel your fingers and toes again, or standing dedicated to the cause no matter the weather, lending your support to the team. Hummel HIVE’s new campaign takes its inspiration from exactly this, providing a range of apparel that combines the brand’s signature aesthetic – reimagined using premium, sustainable materials – with contemporary silhouettes and colourways. 

Channelling Hummel’s revered sporting heritage, HIVE AW21 features an array of archive references, reimagined in all-vegan materials including organic cotton and recycled polyester. Classic use of colour-blocking and striking pops of red feature alongside refreshing takes on the iconic Hummel chevron to form a collection of premium wardrobe staples, produced with Hummel’s signature attention to detail. 

The collection includes fresh takes on football classics such as the Thomas T-Shirt as well as full zip-up tracksuits in the form of the Nikki and Stephan. Chunky puffa jackets include the Andreas, which feature alongside an array of long and short sleeve t shirts adorned with the classic Hummel logo. AW21 also includes a capsule of women’s specific styles including a duo of cropped t-shirts and the Sofie mid-layer fleece, available in Bone White. 

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Shop the AW21 Sideliners Collection at