H&M announced a collaboration with Lotto—the heritage Italian sportswear brand founded in Montebelluna, Italy, in 1973. Arriving at a moment when the cultural pull of sports continues to shape fashion, the menswear collection draws on Lotto’s archives, reinterpreting them through a contemporary lens: graphic, bold and suited for the streets as much as the stands.
Inspired by soccer and built around the culture and community of the sport, the collection tells its story through highly styled looks that bring characters to life. The player, the manager, the referee, the team and their fans—each serves as a reference point for building a collection that embraces identity and culture. The result is a celebration of sportswear codes that translate on and off the field and everywhere in between. The collection moves between worlds with ease. Brightly colored jersey sets, polos, shorts and high socks are rendered with graphic stripes and Lotto’s signature double diamond jacquard, pulled directly from the archives. Off the field, oversized faux-leather shorts and a tailored blazer are worn with the same sporty ease, while logo caps, scarves and sneakers complete the vibe. Everything is designed to mix game-ready with off-duty swag and heritage athleisure for the now.
“Working with Lotto’s archives felt like opening a very specific chapter of sports culture, one with true nostalgia and credibility. We wanted to honor that while making something that belongs entirely to this moment, drawing on both brands’ heritage of creating fashionable sportswear,”
said Andreas Löwenstam, design lead for menswear at H&M.
“Lotto has always lived at the intersection of performance and culture,” said Jameel Spencer, chief marketing officer, fashion and sports at WHP Global, owner of the Lotto brand. “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.”
