The Danish women's national team chooses logomania

The Danish women's national team wears Gucci, we wanted to say hummel. The sportswear brand has in fact stepped out of its comfort zone of 90s design and Chevron on the sleeves to create an all-over logo that characterizes the entire outfit of the women's team together with the Copenhagen fashion brand ROTATE. The protagonist of the collection, which includes not only the classic combination of jersey and football shorts but also a red set with a zip-up sweatshirt, characterized by ROTATE's iconic shoulder straps and matching wide-legged pants, an oversized black sweatshirt with a half-zip and game socks, is the print of the ROTATE logo 'R' imprinted on the garments.

"Our goal for ROTATE has always been to empower women who wear our clothes, whether it's a sequined dress or a football jersey, we want to inspire confidence through our designs. It is a great honor to collaborate with Hummel and DBU to create the new kit for the Danish women's national football team, which celebrates the achievements of our national team and provides a platform to share our message of female empowerment with a new audience. We hope that this collaboration will inspire the new generation of young women to pursue their dreams, stay true to themselves, and work together," say Thora Valdimars and Jeanette Madsen, co-creative directors of ROTATE.

The new partnership has also been warmly welcomed by DBU's commercial director, Birgitte Mabeck. "Women's football is currently the fastest-growing sport in Denmark, and this partnership is a celebration of its progress and potential. The collaboration with hummel and ROTATE allows us to reflect the ambition and spirit of the Danish women's national team and introduce a new and innovative perspective into the football culture. Together, we aim to engage a wide and diverse audience, raising the visibility and importance of the women's game. We are proud to be part of a partnership that inspires future generations of players and fans." The union of football and fashion finds its home in Denmark, one of the countries with the most effervescent fashion scene, as confirmed every season by Copenhagen Fashion Week, and marks the return of logomania on football jerseys.

It is certainly not the first time that brands like Gucci directly inspire the creativity of a jersey, from the ones signed by PALACE in the F/W 2022 season to the iconic "Renaissance" kit in green created by PUMA for the Italian national team in 2019. Or the historic Paris Saint-Germain jersey that featured the all-over pattern of Louis Vuitton and was recently brought back by the Parisian club. Moreover, there are countless football jerseys created by kit creators that played with patterns and logos borrowed from fashion, especially during the explosion of high-end streetwear in early 2020. Now it is the Danish women's national team that is relaunching this aesthetic, with a collection that updates hummel's heritage and gives new momentum to the movement thanks to a new and more captivating look that is in line with the expectations and desires of the Federation.