Hummel is a super Danish (again with Denmark?) sportswear company with a long history of outfitting many of the best football (soccer) teams and the skills (brand-wise) to-pay-the-bills. Their adaptation of the chevron, an old military symbol, is a brilliantly bold graphic device. We are waiting with baited breath for Hummel to really make it big in the States so that we can get all the styles and bold colors for its sportwear that are already available in Europe. They have a good logo and they own the running chevrons, both with enough graphic punch to go up against the likes of Adidas and Puma.

Hummel has been working on a fashion line for a little while which shows a lot of promise. We understand that its logo is based on Hummel’s old ‘bee’ symbol but we’re not quite as convinced by the fashion label logo with its scripted type as we are by the regular sport logo. One more word of caution for the fashion line would be to not get too fussy with the clothing design. Many of the pieces are cool, but some start to play around too much and loose the raw graphic power of the original chevrons. Keep it tight and it’ll rock.

One small problem we could envisage that would hamper growth into the U.S. is the unfortunate similarity in name to a certain figurine company which makes it a little more difficult to search out online than normal. Barring that, not sure what they need to do internally to make the big push Stateside but here’s hoping they do soon.