The Danish fashion brand BLS Hafnia has joined forces with hummel to design a new Denmark shirt, which will be worn by the national team for the friendly match against Serbia on 29 March. The shirt pays tribute to the new generation and will be part of a larger lifestyle collection from hummel, BLS Hafnia, and DBU.

The Denmark team is one that boasts a young up-and-coming crop of players that are set to carry the torch for the nation in the years to come. Paying tribute to this new generation, hummel, DBU and the Danish fashion brand BLS Hafnia have come together to create specially designed national team shirt that arrives alongside a wider collaborative collection.

Football is an inclusive community, and no matter where you’re from in the country, your background and your finances, the national team has always been possible, as long as you have worked hard,” explained Besnik Miftari, founder and creative director of BLS Hafnia. “And the belief that hard work pays off, even if you are an underdog, is a message that we wish to convey with the new national team shirt.

"We want to show that the new generation is not afraid to dream big. We believe that diversity and inclusion are a strength, and it helps us to develop when differences meet. At the same time, we want to highlight the idea of standing together as a team and a country. This applies both in the world and on the football pitch.”

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The new national team shirt, which is white and consists of a monogram where the three logos from hummel, DBU and BLS Hafnia meet in a common thread, is inspired by the iconic Denmark designs from 1986 and 1992.

Allan Vad Nielsen, CEO of hummel said: “The collaboration between hummel and BLS brings together the best of two worlds: hummel as the established player in Danish football and BLS as an important representative of growth layer and minorities. It’s all about representation, diversity and not least the feeling of unity. And together with BLS and DBU, we’re proud to pay tribute to the new generation with a specially designed national team shirt.” 

The match worn Danish national team shirts from the game against Serbia will subsequently be auctioned. All money raised will be donated to the DBU Get2 Football Schools with the aim of supporting local football clubs in vulnerable residential areas to give more children an opportunity to become part of the football community.

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The new national shirt is then supported by a wider collaborative lifestyle collection that features a range of apparel, from hoodies and tracksuits to caps and flip flops. “At hummel, we believe that the team is stronger than the individual, and the same goes for BLS,” Morten Lund, Marketing Manager at hummel said. “Therefore, we were in no doubt that we wanted to collaborate with BLS, as their urban roots combine diversity, fashion, and a love of football.

"BLS has strong credibility, and at the same time they represent an unpretentiousness where they are not afraid to do things their own way. It creates a strong identity and authenticity, which in many ways is reflected in hummel's values. For us, togetherness and community are the essence, and in the world of football, there is no us and them. On the pitch, we’re all fighting for the same goal, and that’s exactly what we want to express with this collaboration.

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The national team shirt and the new lifestyle collection will be available from 24 March on and