Intensifying its focus on the kids market, Hummel has agreed to take over Sometime Soon, a Danish brand of streetwear-inspired children’s clothing for boys aged 0 to 14. Cathrine Høilund, who co-founded the firm in 2015, will continue as its creative director. The takeover will only be effective in January 2022, but the parties have agreed to work together for the release of Sometime Soon’s spring/summer 2022 collection. Hummel plans to expand the brand internationally.

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