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Danish streetwear brand Humör axed

Danish company Nümph Holding has pulled the plug on men’s streetwear brand Humör after eight years.

The final season for the brand will be autumn 15, with final deliveries taking place in September.

Knud Hjort-Madsen, chief executive of Humör, its men’s young fashion stablemate Anerkjendt and women’s young fashion brand Nümph, told Drapers: “We have closed Humör in order to put full focus on Anerkjendt.”

Humör’s UK stockist numbers have dwindled over the past few years. Around 30 independents, including menswear etailer Mainline, Middlesbrough department store Psyche and Manchester young fashion store Aspecto currently buy it, down from about 75 – including House of Fraser – during its heyday four years ago.

A source close to the situation said the once-popular brand had fallen out of favour: “It was known for its drop crotch and that’s a look that’s gone out of fashion. Styles change.”

According to its website, Humör is an urban and sporty brand that “continues to capture the edgy trends and breaking vibes to shake up the ordinary thoughts of contemporary menswear”. It describes the spring 15 collection as a “fresh take on creative colour blocking, logo graphics and sporty designs”.

Its UK sales were handled by agency Northern Lights, but it is understood the two decided to part ways before the brand was closed.

Humör was founded in 2007 by Per Johansen a year after he launched womenswear brand Nümph. He went on to launch Rütme in 2009 and Anerkjendt in 2012. Rütme was closed in 2014.

Anerkjendt and Humör are owned by a limited company named Humör, which is a sister company to Nümph. Both are controlled by parent company Nümph Holding.

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