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Denmark’s muted black shirt one of the bestselling football jerseys in the world

Loïc Padovani
November 11th, 2022


This article is more than 2 years old.

The national team’s third-choice strip is only being outsold by the more traditional colours on home soil

The black kit has become famous very quickly (photo: Hummel)

The black shirt is a hit – and not only in Denmark. The controversial national team strip has generated a lot of reaction all over the world.

In September, the kit manufacturer Hummel toned down Danish jerseys for the 2022 World Cup in protest at Qatar’s repeated human rights violations. One of three muted shirts is all-black: a representation of the “colour of sadness”.

And now, less than ten days before the tournament starts, it has emerged that it is one of the bestselling shirts in the world.

“We don’t usually see such hype for a shirt. The normal thing is that one in ten national team shirts are sold outside the national market, but in this case it is one in three shirts, which we have never experienced before,” Michael Burk, the CEO of Unisport, told TV2.

Number one in Germany and Austria
The popularity rating of the Danish black shirt is growing every day, thanks to Hummel’s and the DBU football association’s stance.

In Germany and Austria, the kit is the most sold among all the national shirts for the World Cup. It’s number two in France and also popular in the Netherlands.

Only in Denmark, is it being outsold by the first choice shirt: the muted red.

This week, FIFA informed the DBU football association that the Danish national team will be unable to wear shirts bearing the words “Human Rights for All”, as political messages are banned, both on training and matchday gear, at FIFA-endorsed games.


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A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”