Kit manufacturer Hummel have released two striking statements to explain why the Denmark strips that will be worn at the World Cup are a protest against the human rights record of Qatar.
The brand said they have toned down all the details for the jerseys, including the familiar white chevrons that appear on the sleeves and the Denmark crest, because they “do not wish to be visible during a tournament that has cost thousands of people their lives.”
The announcement comes at the conclusion of an international break in which football associations, including England’s, were accused of not taking a strong enough line against the fight for equality.
Last week the FA and nine other UEFA-affiliated teams - including Denmark - said that their captains would wear a “One Love” armband to promote equality - a gesture critics argued was insufficient amid calls for FIFA to provide significant compensation towards the families of migrant workers who were injured or died during the building of infrastructure in Qatar.
Denmark, who were crowned European champions 30 years ago this summer, have been drawn in Group D with France, Australia and Tunisia.
“With the Danish national team’s new jerseys, we wanted to send a dual message,” Hummel said in a caption posted on Instagram alongside an image of the home kit.
“They are not only inspired by Euro 92, paying tribute to Denmark’s greatest football success, but also a protest against Qatar and its human rights record.
“That’s why we’ve toned down all the details for Denmark’s new World Cup jerseys, including our logo and iconic chevrons. We don’t wish to be visible during a tournament that has cost thousands of people their lives. We support the Danish national team all the way, but that isn’t the same as supporting Qatar as a host nation.
“We believe that sport should bring people together. And when it doesn’t, we want to make a statement.”
The black third strip, meanwhile, makes a statement around the host state’s treatment of migrant workers.
In a separate post Hummel said black is “the colour of mourning. The perfect colour for Denmark's third shirt for this year’s World Cup.”
The company added: “While we support the Danish national team all the way, this shouldn’t be confused with support for a tournament that has cost thousands of people their lives.
"We wish to make a statement about Qatar’s human rights record and its treatment of the migrant workers that have built the country’s World Cup stadiums.”
