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hummel

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hummel

last updated 30 August 2010

Autumm - Winter 2010/11

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Accessories, Kids' clothing, Kids' shoes, Men's clothing, Men's shoes, Women's clothing, Women's shoes

Since 1923

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The hummel AW2010 Statement collection is inspired by the Timelines theme utilising favourite ideas from the past, fusing with the present to create innovative designs for the future. Our AW2010 Statement collection equally celebrates our heritage and our future. Timelines is all about adapting, re-inventing and updating history. Colour choices are authentic and original, within the range from cheerful contrasts to

tonal delicate sophistication. Native inspired asymmetric and geometric graphics are bringing the edgy

touch and sense of humour while remaining true to our most important trademark – the chevrons. Structured, soft, stretchy and comfortable fabrics are used along side with up-dated Old School poly

fabrics and neoprene expressions. We celebrate our heritage within silhouettes, as our original tracktop is brought to life in variations where authentic DNA is merged with the touch of trend in terms of cutlines and design details. AW2010 Statement is a collection for all the characters in urban street environments, who want to BEE who they are.

Lifestyle collection

Our main design inspiration for this season’s Lifestyle collection is taking a functional and environmental approach. Our design Useful theme rethinks simplicity and our needs to return to the roots of good sustainable practical design. Focus is on functionality, durability and practicality while creating honest and intelligent design with great fit and features. Inventing and adopting traditional methods using modern technology and innovative thinking is how we create future garments for urban mobility.

Retro modernity is created by staying true to our DNA. Adapting and re-inventing 70s and 80s styles morphed with vibrant sports colours and splashes of neon. The AW2010 collection is evolving on the technicality of materials. Nano technology with quick dry and antibacterial finishes is represented within a large part of the collection. Waterproof and breathability are found among outerwear. Stretchability and comfort are as always keywords of fabrics and silhouettes. Storage details as iPod and key pockets

alongside with functional closure and adjustment design details are represented on most styles.

AW2010 is an innovative collection with character of design and features of comfort and functionality suitable for the gym, urban activity or just casual styling.

We hope you enjoy the collection as much as we did creating it!