hummel, Copenhagen streetwear label ALIS and the Danish Football Association (DBU) have joined on “Echoes of Denmark,” a collection connecting street culture with the country’s national football teams. It launches October 22 at 10 a.m. CET, with a special match shirt for both the men’s and women’s sides alongside pre-match pieces.
The teams will wear the collection in upcoming fixtures: the men face Norway in the Nations League on November 17, while the women meet Zambia in a World Cup preparation match on December 5. The range will be sold through Landsholdsshoppen, ALIS and sports and fashion retailers across Denmark.
The partnership puts the national shirt in a wider cultural setting. ALIS brings a streetwear identity built around community, while hummel and DBU position the national teams as a shared point of connection beyond the stadium. By carrying the collaboration into both match kits and pre-match apparel, the partners are giving that idea a visible place across game day and everyday wear.
Read the DBU announcement and visit hummel.
