Men’s label Hümor gets female stablemate

Hümor, the Danish darling of menswear indies has, for autumn 10, spawned a female counterpart. Called Rütme (pronounced Root me) it adopts the same aggressive approach to silhouettes with dropped crotch denims and voluminous tops. If you have been travelling this season there’s a good chance that you’ve encountered the brand at Bread and Butter or at Pure. If you haven’t, then here it is. And the crucial fact is that this little sister brand carries the same impressive margin as its big brother. And the youthful flavour of the men’s brand is also seamlessly translated into the womenswear brand with colourful knits, printed T-shirts and coloured denims. T-shirts come with animal and cheeky character prints, from snarling pussycat faces to colourful wide-eyed birds; track tops come with colour-blocked panels and fuzzy batwing cardigans come in super-bright colours. Checked shirts are part of the mix, coming in oversized styles and jeans come in dropped crotch horseshoe silhouettes. The design duo behind the brand is Rikke Charlotte Larsen and Nicole Rindsig and the brand itself was founded in October 2009 by Per Johansen the man behind Nümph To find out more call the UK agent Bluefield Trading on 020 7631 8411 or you visit www.rütme.comSource URL: http://icip2idayusof.blogspot.com/2010/03/mens-label-humor-gets-female-stablemate.html
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