With a playful approach to Danish and Japanese people’s affinity for quality seafood, hummel has joined forces with MITA SNEAKERS to create the ultimate salmon inspired sneaker.
With vast coastlines both Japan and Denmark has over centuries built a strong food tradition centred in seafood. Japan has sushi. Denmark has “smørrebrød” (open-faced sandwiches). A key ingredient in both is salmon.
When Shigeyuki Kunii, Creative Director of MITA, discovered the mutual affinity for seafood the concept was immediately born. The collaboration should encapsulate Danish Salmon Smørrebrød seen from a Japanese context.
The hummel x MITA SNEAKERS Danish Salmon Marathona OG offers a striking salmon toe while the rest of the shoe is kept in nuances of green, grey and brown that all are references to Danish rye bread (the base of smørrebrød), Nordic pine forests and the typical colour scheme of traditional Danish smørrebrøds restaurants. With premium suede and durabuck leather the shoe ooze of meticulous attention to detail and quality. With two lace options (one in grey, one white and blue) and branding on in sock and lace tips, the collaboration is not only targeted salmon-eating sneaker fans but all lovers of runners with a striking colour combination and a strong design story.
The collaboration is made on the hummel archive style Marathona OG and honouring the original specifications, including the classic double chevrons and the hallmark – a quartet of ventilation eyelets.
First released in 1983 the hummel Marathona was one of the few runners designed and produced by the Danish sportswear brand. After more than 33 years in hummel’s archives, the model is now back in aseries of collaboration versions. OVERKILL kicked the series off in November 2016 and now with the release of MITA SNEAKERS’ version more will come in 2017 – including a release of the original colourway.
Hummel Marathona OG x Mita “Smorrebrod”
Launch: Thursday 15th December 00:01GMT