Copenhagen calling: Hummel Hive presents the arcHIVE exhibition

We took a trip to Copenhagen to experience the HUMMEL HIVE ARCHIVE EXHIBITION and gain an insight into what is to come from the Danish sportswear brand.

HUMMEL HIVE chose to house their arcHive display in the autonomous neighbourhood of Christiania, situated in the heart of the Danish capital. The presentation was a walk-through of upcoming models and current product, keeping in line with Hummel’s retro sport feel but featuring creative twists and collabs with well-respected retailers from around the world.

On the footwear side, we explored more well-known silhouettes such as the Marathona which has recently seen collab versions from the sneaker giants Mita from Japan and Berlin-based Overkill. Newer Hive products were also showcased, including the Super Trimm, the Marathona Gry and the HB Team Dark Shadow which draws inspiration from Hummel’s earlier handball silhouettes.

Later we took a tour of the amazing but equally peculiar neighbourhood with its self-made houses, local businesses and the infamous Christiania Sports club. The football club plays in the fourth tier of Danish football and are sponsored by Hummel, proving their commitment to breaking down conventional walls and supporting the underdogs.

Following this, we made our way over to Denmark’s largest music festival, Roskilde, which sees over 100,000 people journey to a small town outside Copenhagen for a week of music and merrymaking. So when Roskilde comes to town, and with Hummel encapsulating Danish culture, the two are never far apart. This year was no different, with Hummel providing two huge shipping containers where festival-goers could cop some new kicks, grab a personalised Christiania soccer jersey or just play table football. In addition to this, the brand were giving away a pair of shoes created from an original section of the famous orange tent from 1984 that has covered the main stage ever since.

Within the short space of 24 hours, Hummel conveyed what Danish culture means to them, and how this has influenced the product and creative output of HIVE. The Copenhagen-based team clearly represent Hummel’s ideology on a personal level, which is no doubt why the HIVE products, collaborations and content are of such a high quality.