H&M announces a collaboration with LOTTO – the heritage Italian sportswear brand founded in Montebelluna in 1973.
Sports continues to shape fashion, and so this men’s sportswear collection draws on LOTTO’s archives, reinterpreting them through a contemporary lens: graphic, bold, and suited to the street as much as the stands.
Built around the culture and community of football, the collection tells its story through highly styled looks that bring characters to life. The player, the manager, the referee, the team, and their supporters – each serves as a reference point for building a wardrobe that embraces identity and culture. The result is a collection that fits on and off the pitch – and everywhere in between.
Brightly coloured jersey sets, polos, shorts and high socks are rendered with graphic stripes and the double diamond jacquard – pulled directly from LOTTO’s archives. Off the pitch, oversized faux-leather shorts and a tailored blazer are worn with the same sporty ease; logo caps, scarves, and sneakers complete the picture.
“Working with LOTTO’s archives felt like opening a very specific chapter of sports culture – one with true nostalgia and credibility. We wanted to honour that while making something that belongs entirely to this moment, drawing on both brands’ heritage of creating fashionable sportswear” said Andreas Löwenstam, Design Lead Menswear at H&M.
“This collaboration with H&M offers a unique platform to express our heritage through a modern lens, bringing together sport and style in a way that feels both authentic and globally relevant. Together, we’ve created a collection that reflects a shared point of view and is designed to resonate with today’s consumer, where sport-inspired style continues to shape culture worldwide,” said Jameel Spencer, Chief Marketing Officer of Fashion & Sports at WHP Global, owner of the LOTTO brand.
The LOTTO H&M collaboration is now available in selected stores in in Bahrain, Qatar, UAE, KSA, Kuwait, and on hm.com.
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