Bhutan Football Federation x hummel

hummel and the Bhutan Football Federation today launch The Jerseys of Happiness - a trilogy of national team kits built around the only national philosophy in the world that measures progress in happiness rather than wealth: Bhutan's Gross National Happiness.

Where most football kits speak the language of sport, The Jerseys of Happiness speak the language of a nation. One that, since the 1970s, has chosen to measure success not by GDP but by the well-being and harmony of its people. Through this collection, that philosophy is, for the first time, woven into the fabric of the beautiful game.

Three jerseys. One philosophy.

The collection comprises three kits - home, away and third - released as a trilogy across May. Each jersey honours a different facet of Bhutanese culture, but all are united by the dragon of the national flag. The home jersey launches first, in the deep saffron orange of Bhutanese monks: a colour of devotion and warmth and dragon ornamentation that references the Druk and the Himalayan peaks. Away and third jerseys follow in the coming days.

“We live in a world that is louder, faster, and more anxious than ever. Bhutan offers a different idea, that a nation can choose to measure success in happiness, harmony, and care for its people. The Jerseys of Happiness is our way of carrying that idea into football. We are immensely proud to share it with the world together with the Bhutan Football Federation.”

- Christian Stadil, Owner, hummel

“Gross National Happiness is the heart of who we are as a nation. With The Jerseys of Happiness, we bring that philosophy onto the football pitch and share it with the world. Together with hummel, we have created a collection that reflects the colours, culture, and spirit of Bhutan - and we look forward to seeing our players and our fans wear it with pride.”

— Dasho Ugen Tshechup, President, Bhutan Football Federation

 

Availability: The home jersey of The Jerseys of Happiness is available now from hummel.net. Away and third jerseys follow in the coming days.

About Gross National Happiness - Gross National Happiness (GNH) is a development philosophy introduced by the Fourth King of Bhutan in the 1970s as an alternative to GDP. It measures national progress through nine domains, including well-being, health, education, cultural diversity, good governance, and ecological resilience.

About hummel - Danish sportswear brand founded in 1923. Built on the philosophy of “Change the World Through Sport”, hummel partners with national teams, clubs, and organisations around the world to create products that combine performance with purpose.

About the Bhutan Football Federation - The governing body of football in Bhutan, responsible for the national teams and the development of the game across the country.