HUMöR : Blue Iz Beautifull !

Men’s fashion is a mixed palette currently. Whilst sartorial splendour reigns supreme in key fashion publications and hip hop styling has been given a modern makeover with an American sportswear feel, new European sub-cultures have been busily building on their own unique style that is quite unlike any other mainstream trends dictated to us by the catwalks. Rising from the street as all “wearable, commercial street art” is one such brand that appears to have a unique perspective on men’s style. 
HUMöR has been carving quite the niche, working on creating a total silhouette heavily influenced by the metropolitan underground electronic music scene. Hailing from Denmark, HUMÖR describe the inspiration for their latest range as “Tokyo’s Shibuya area, where the fashion crowd is giving an entirely new meaning to the
word paint box.”
With a penchant for comical quirky knitted prints, bold graphic tees and unique pant silhouettes, the look is fresh, irreverent and could be described as a slightly more toned down version of singer MIA’s personal style. Loud, brash with a kaleidoscope of texture, these clothes make statements and are not for the faint-hearted wall flower! It seems that the consumer is embracing the brand as well, with key stores like Size?, American Retro and Choices stocking the brand and fashion website OKI NI selling out online. Having expanded the range to include accessories and footwear and HUMöR about to be stocked in Topman in Oxford Circus, it’s a matter of time before this brand takes it to the next level. – Kate Vandermeer