“Echoes of Denmark”
A collaboration between ALIS, hummel and DBU
From the spirit of the streets to the pride stitched into the red jerseys that carries a nation to glory. This jersey represent three vessels of Danish identity - each shaped by the past but made to move forward into the future.
We will see you all in Parken vs. Norway 17.11.2026 and vs. Zambia in Esbjerg 05.12.2026
Be ready!
Collection launching Thursday 22 October at 10am CET
Danish football, street culture and sporting heritage come together as ALIS, hummel and DBU present “Echoes of Denmark” - a new collaboration rooted in three distinct yet closely connected parts of Danish culture. “Echoes of Denmark” is about the stories we carry with us. Stories of togetherness, adversity and unforgettable moments.
“We are incredibly proud to collaborate with the Danish national teams, which mean so much to so many people across Denmark. Being able to leave our mark on something of such great cultural significance is truly special to us. Community has always been at the heart of ALIS’ DNA, which is why it feels so natural to be part of something that brings people together across generations and backgrounds.” - Isabelle Hammerich, Co-founder of ALIS.
The collaboration won’t just make its mark on the streets. It will also take centre stage on the pitch. On 17 November, the Danish men’s national team will wear the collection when Denmark faces Norway in the Nations League. On 5 December, the women’s national team will follow suit as they test their World Cup preparations against Zambia.
Football is more than a game - it’s a collection of moments that become part of a nation’s shared memory. From historic victories to small personal traditions, the Danish national team lives in the stories people carry with them.
