When's Hummel or Umbro been a cool brand? I just think people like their shirt designs, which haven't really seen any complaints so far.
Hummel is definitely seen as a "cooler" brand than Umbro, which is generally seen as more standard average brand
Hummel has done things and used designs that people would have been complaining about if Umbro did it, but because it's Hummel it gets praised
The majority of those Umbro kits not only looked nice but they actually tried doing interesting and different things with the designs, especially with the away kit like when they did that wacky dark green one (the one Lukaku got the hat trick against Southampton in)
Yeah, once in a while they had a bad one (like the home kit that looked like a training top in Koeman's second season) but in general they made some nice kits and all you ever heard was "Umbro are so boring" "Umbro kits look so bad" "We need to get Hummel, they're so much better"
I've just never seen that jump in quality from Umbro to Hummel
Hummel's kits are fine, but that's it IMO, and I personally liked the Umbro ones more