hummel x 424
Since 1923, hummel has been deeply rooted in the world of football – and a new collaboration with ever-present Guillermo Andrade of 424 marks a new chapter in the mix between modern football history and fashion.
This new capsule collection is created by Guillermo Andrade, lead designer of 424 and founder of hyped Los Angeles boutique FourTwoFour on Fairfax. Bringing to vision his own passion for football – and his love for Dutch football and their national team of the last 20 years in particular – the collection merges football silhouettes with a forward-looking approach based in the world of style.
I wanted to show some love for the actual football kits that are worn on the pitch – and the clothes worn on the way to the pitch.- Guillermo Andrade
A PSYCHOLOGICAL GAME
With its bright orange and black colour-scheme, the collection recalls the psychological part of football; how teams unify and can become an intimidating factor just by their matching kits is a red thread in the design of these pieces.
With the collection, Andrade has merged the wearable aspect with the very technical aspect of football - based in fashion, but made to be worn on the pitch.
'I wanted to show some love for the actual football kits that are worn on the pitch - and the clothes worn on the way to the pitch. That's why you will find styles like the windbreaker and the track jacket', Andrade explains.
It’s a dream come true to work with hummel again. I have always dreamt of providing high level football kits at a decent price point and offer it to a bigger crowd.- Guillermo Andrade
The capsule collection is created in hummel’s hub for creative collaborations, HUMMEL HIVE. It’s the second collaboration between hummel and Andrade, as 424 was one of four creatives behind a small high-end capsule delivered in August 2016. With a range of designs, clear colours, a mix of the 424 and hummel logos and technical sport details present a modern array of styles that can be worn both on and off court.
The collection is launched globally on January 27th,, 2018 at 10:00 AM / CET. It is followed by campaign images shot in London by 424-collaborator Yesawi. Styles can be purchased right here at hummel.co.uk and in world-leading stores like Storm, EJDER, Wer-Haus, SSENSE, GR8, Slamjam, Wildstyle, FourTwoFour on Fairfax.