Elegant Scandinavian Minimalism: Denmark and Hummel Set the Tone for Euro 2025

New Kit Blends National Pride with Timeless Danish Design

As Euro 2025 approaches, Denmark are once again catching eyes—not just for what they might do on the pitch, but for what they’ll be wearing when they do it. The Danish Football Association has unveiled a sleek new home kit for the tournament, crafted by iconic sportswear brand hummel, that embodies everything we’ve come to admire about Scandinavian design: clean lines, subtle elegance, and functionality that never tries too hard.

The new jersey is a love letter to the very heart of Danish identity. With its refined details and minimalist approach, it is not merely a football shirt—it’s a carefully considered piece of design that tells a story. And in a summer when style and substance will collide on the biggest stage in European football, Denmark’s kit makes a bold, quiet statement.

Tradition Meets Modern Simplicity

In Denmark’s familiar bold red, the jersey balances contemporary flair with tradition. A closer look reveals subtle vertical striping across the front, giving texture and depth without disrupting the minimalist ethos. The iconic white hummel chevrons line the shoulders—an unmistakable detail that speaks to decades of football heritage. Meanwhile, a crisp white collar rounds things off with a touch of sophistication.

It’s unmistakably Danish. But more than that, it’s unmistakably hummel.

“The new national team jersey is a tribute to everything we love about Danish design: simplicity, strength, and focus on what truly matters,” said Morten Lund, marketing director at hummel, in a recent statement. “It’s made to carry the pride of Denmark—on the pitch, in the stands, and at home.”

That pride runs deep. For Denmark, football is not just a game—it’s part of the national fabric. And this shirt aims to capture that emotional connection.

Inspired by Fashion, Driven by Identity

In recent years, hummel has been pushing the envelope by collaborating with some of Denmark’s most exciting fashion voices. The partnerships with HALO and ROTATE are a testament to a new kind of football culture—one where style and performance walk hand in hand.

The 2025 kit continues that momentum. According to hummel, the design process was steeped in the values that define modern Danish creativity: purpose, craftsmanship, and elegance. In this kit, you won’t find unnecessary flourishes or gimmicks. Instead, every line and color has intent.

This isn’t just about looking good. It’s about feeling connected—to your team, your country, and your cultural roots.

Ready for the Challenge of Euro 2025

Of course, Denmark will need more than just a sharp kit when they head to Switzerland this summer. Drawn into a challenging group with rivals Sweden, powerhouse Germany, and newcomers Poland, the Danes will have their work cut out for them.

Still, there’s cautious optimism. After reaching the knockout rounds of the 2023 World Cup and having been runners-up at Euro 2017, this Danish side has both pedigree and promise.

Led by talismanic captain Pernille Harder, the squad boasts a strong blend of seasoned internationals and exciting young talent. Harder, a veteran of the European stage and one of the most respected figures in the women’s game, will be instrumental in guiding Denmark through the group.

With a steady presence at the back, energetic wide play, and plenty of creativity in midfield, Denmark have the tools to surprise a few people. If things click, this could be a very special summer.

More Than Just a Shirt

Pernille Harder remains Denmark’s superstar / hummel

But this new kit isn’t just for the players. It’s for the fans, too. For the supporters packing into stadiums, for families watching from home, and for every young Danish player dreaming of wearing the national colors one day.

“When the players step onto the pitch, they represent more than just themselves,” Lund emphasized. “They’re fighting for generations before them and for the footballers of tomorrow. They’re fighting for the Danish footballing heritage.”

That sense of shared purpose is baked into the very fabric of the shirt. It’s not just a uniform. It’s a symbol—of where Denmark has been, and where it’s going.

A Broader Design Movement

Danish design has long been admired across the world, from architecture and interiors to furniture and fashion. Now, it’s carving out a space in football culture.

And why not? The principles that make Scandinavian design so appealing—clarity, balance, purpose—are just as relevant on the pitch as they are in a showroom.

The hummel kit for Euro 2025 proves that you don’t need flash to stand out. You need confidence. You need clarity of vision. And perhaps most importantly, you need authenticity.

One Team, One Identity

In a tournament that will feature flashy designs and big-name sponsorships, Denmark’s approach is refreshingly grounded. The kit reflects who they are as a nation—focused, proud, and quietly ambitious.

It’s this fusion of elegance and identity that could help Denmark punch above their weight this summer. And whether or not they make it all the way, one thing’s certain: they’ll do it in style.

As Euro 2025 kicks off, Denmark and hummel are reminding us that sometimes, less truly is more. And when you get the basics right, everything else has a way of falling into place.