SUSTAINABLE BRAND INDEX 2021

A SUSTAINABLE GAME PLAN

Hummel has been announced as Denmark’s most sustainable clothing brand in the annual SUSTAINABLE BRAND INDEX for the second year in a row. With a core brand mission to CHANGE THE WORLD THROUGH SPORT, hummel believes this also entails fighting for a more sustainable future.

Allan Vad Nielsen, CEO at hummel, explains:

"We’re on an exciting journey to become even more environmentally friendly in the future. Which is also why we’re thrilled and enormously proud of the trust Danish consumers place in our brand. This truly fuels our ambitions and journey of hummel becoming an even more sustainable and socially conscious business in the future.”

Over the past few years, hummel has been working on several initiatives to strengthen its game plan:

PFCs: PFCs are difficult to break down in nature. And they can even be harmful to humans. That is why hummel has used the 100% fluoride-free BIONIC FINISH ECO since 2017. And that’s great news for durability, the environment, and your skin.

WATER: In 2019, hummel introduced the ZEROH2O dyeing concept to their British football teams. It has reduced energy use by 50%, with water consumption and water wastage down to almost zero.

ACCOUNTABILITY: Over 50% of all hummel KIDS products proudly carry the STANDARD 100 by OEKO-TEX mark. This is the world’s leading health and environmental label for textiles, raw materials, and intermediary products.

PLASTIC: hummel is always thinking about how to reduce the amount of plastic used in all stages of production. hummel has banned all single-use plastic packaging and is also producing both clothing and footwear made from recycled plastic bottles. From 2022, 100% of hummel’s plastic packaging will be made with polyurethane (PU).

COTTON: Since 2019, all hummel HIVE collections have been made from recycled polyester or organic cotton. To top this off, the hummel KIDS AW21 collection is crafted from at least 93% organic cotton.

DONATIONS: If having surplus products, they are donated to organisations that can give them new life. For example, a tonne of goods was used for sports projects in Kenya. And the Danish foundation Mødrehjælpen helped us dress vulnerable children in warm and comfortable clothing.

Very well done, and congratulations to our good colleagues at hummel. We are looking forward to following your inspiring core brand mission: CHANGE THE WORLD THROUGH SPORT.

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