About hummel
hummel is a Danish Sport and Lifestyle brand with a history going back to 1923. hummel designs, produces, and markets sportswear, training and lifestyle wear, equipment and sneakers for adults and children, male and female.
Through the four product categories teamsport, footwear, kids, sport lifestyle as well as selected premium co-labs, hummel in-troduces product multiple times per year. These products are inspired by a mix of retro and contempo-rary trends.
Support Greenland is joining forces with Danish brand hummel to launch a series of official t-shirts. Behind the Support Greenland initiative is Uagut, the National Organization of Greenlanders in Denmark in a partnership with Amnesty Inter-national Denmark and ActionAid Denmark. The initiative is built on a clear message: the right to determine Greenland’s future belongs to the Greenlandic people.
Greenland is home to nearly 57,000 people and represents a proud nation with its own culture, language, history and identity. Support Greenland is a platform created to amplify Greenlandic voices and underline the principle of self deter-mination.
Developed in close collaboration between Uagut, the Support Greenland initiative and hummel, three official T shirts have been created as visible symbols of solidarity and respect.
Julie Rademacher, Chairperson of Uagut, states:
“Support Greenland is about ensuring that Greenlandic voices are heard and respected. With these t-shirts, people can show their support in a clear and visible way, while directly contrib-uting to our work. The future of Greenland must be decided by the Greenlandic people themselves.”
All profits from the sale of the shirts go in full and without deduction to Support Greenland. These profits aid their work to raise aware-ness about Greenland’s situation and provide crisis support for Greenlanders.
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The visual identity of Support Greenland draws from the Green-landic flag and from the understanding of Kalaallit Nunaat
As the Land of the Greenlanders created in collaboration with design agency Spring/Summer, the designs are strong and clear. They reflect unity, dignity and urgency. These designs are created to stand visibly with the people of Greenland. This also ensures that their perspectives remain at the centre of the conversation.
For hummel, the collaboration is rooted in the company’s longstanding values.
Lars Stentebjerg, CEO at hummel, says:
“At hummel, we are guided by strong values around community, integrity and standing up for what we believe is right. Support-ing this initiative is a natural extension of those values. We are proud to collaborate with Uagut and to help create visibility around the fundamental principle that Greenland’s future belongs to its own people.”
The three Support Greenland t-shirts are created for everyone who wants to actively support a Greenland shaped by the people who live there. By purchasing a shirt, supporters are not only wearing a message. In addition, they are contributing directly to Support Greenland and to a stronger collective voice.
The collection is available now at www.hummel.net
For more information, please visit: www.supportgreenland.org
