What's the sound of a lumberjack shirt, does a sweater have a sense of humor, and how much music can a fold hold ? Sampling, silhouette and a confident international style -that's the essence of Humör. But on the other hand, the young casual Danish brand can't be labelled quite as easily. With the inspiration coming from electronic music and the pulse from the ever-changing streetwear in big cities, the scene is set for a high degree of individual interpretation. That's why the funky off-beat samplings of colors, patterns and details work so well, whether hanging out with friends during daytime or going to clubs at night. Humör is a kind of fashion LEGO providing the bricks that allow anyone to design their own identity, thus never becoming predictable or boring. Apart from its happy mixes of colors, Humör is also a trend-right label in sync with the Facebook generation's need to lie back and chill out. With Humör, it's okay for things to be in a state of flux -colors, patterns, prints, styles. It's casual, edgy, different. Humör works with new silhouettes that sample elements from workwear, sportswear and clubwear. It may be a detail mounted in a surprising new way or mixed in over a piece of clothing just as a beat is mixed in over a well-known piece of music. Street styles from Tokyo, Berlin, London, Paris and New York play a part but Humör gets its inspiration from all sorts of places : colors on ad posters from the 80s or graphic design on tracksuits from the 70s, plus a good dose of cyber culture and, of course, humor ! Oversized tops both borrow from grand-dad and reach out to the pulsating and ever-changing street fash of Shibuya. The colors are cheerful, clear and very often teasingly combined into new expressions. And naturally, I heart Humör !
