Hummel bolsters its fashion image with Monkey Time
Hummel has made its mark in the footwear world, becoming a household name in the lifestyle segment. The Danish brand carved out a niche among major international payers with its sneakers, in the early 2010s.
On the apparel side, the brand is also working on more urban-style collections, but the shift is less obvious. However, collaborations with designers such as Ryo Yoshihashi are letting Hummel make its ambitions clear. This season Hummel has worked with Japanese brand Monkey Time, producing six items and a new take on its Marathonia model (€120).
The Tokyo label, owned by United Arrows, has been blending metropolitan streetwear culture with traditional Japanese style for nearly 10 years.
The new capsule collection is called 'Wasteland' and features a combat look with loose cuts in beige and faded khaki. It consists of an overcoat (€255), cargo pants (€135), tee-shirts and short-sleeved sweatshirts (€120 and €140) as well as Bermuda shorts (€120).
This limited edition collection will be available in about ten avant-garde multi-brand stores worldwide, including Black Rainbow in Paris.
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