Rotate, Hummel Create Danish Women’s Soccer Kit for Players and Fans

HAT TRICK: Copenhagen fashion brand Rotate has teamed with sports expert Hummel and the Danish Football Federation to design uniforms for the country’s women’s soccer team.

Rotate may specialize in jazzy evening wear, but the brand’s co-creative directors, Jeanette Madsen and Thora Valdimars, took inspiration from the brand’s loungewear collection for the female athletes’ uniforms.

“There are so many inequalities in sports between men and women — not only in wages but also in access to facilities, media coverage, and even where they play and practice. It felt like such an important step forward to help shine a light on these athletes,” said Madsen.

“We’ve been designing our ‘Sunday casual’ collection for over four years now, and we’ve seen it become something that resonates with our community. We wanted to build on what worked well and to enhance those key elements by refining the cuts, colors and shapes,” said Valdimars.

In a nod to the Danish team’s traditional red and white kit, the duo reimagined the soccer jersey and shorts in red, black and white, with Rotate’s logo. The capsule also includes a zip-up hoodie and track pants, so players and soccer enthusiasts alike can wear it on- and off-pitch.

Birgitte Mabeck, the Danish Football Federation’s commercial director, said that women’s soccer is “the fastest-growing sport in Denmark, and this partnership is a celebration of its progress and potential.”

She added that “collaborating with Hummel and Rotate allows us to reflect the ambition and spirit of the Danish National Women’s Team while introducing a new and innovative perspective to football culture.”

The collection will be available for women, men and children from Thursday.