H&M Collaborates with LOTTO for Sportswear-Inspired Menswear Collection
H&M has announced a new collaboration with LOTTO, the heritage Italian sportswear brand founded in Montebelluna in 1973. The upcoming menswear collection reinterprets LOTTO’s archival sportswear designs through a contemporary lens, blending football-inspired aesthetics with modern street fashion.
Arriving at a time when sports culture continues to influence mainstream fashion, the collection draws heavily from football communities, fan identity, and vintage athletic styling. The designs merge heritage sportswear elements with oversized silhouettes and modern tailoring to create versatile looks suited both on and off the pitch.
The collection narrative explores different football-inspired characters including players, managers, referees, teams, and supporters, translating these references into fashion-focused wardrobes that celebrate identity, community, and sporting culture.
Key pieces include brightly coloured jersey sets, polos, shorts, and high socks featuring graphic stripes and LOTTO’s signature double diamond jacquard motif sourced directly from the brand’s archives. The collection also introduces oversized faux-leather shorts, tailored blazers, logo caps, scarves, and sneakers designed to seamlessly blend sportswear and lifestyle fashion.
According to H&M, the collaboration balances nostalgia with contemporary relevance, combining LOTTO’s sporting heritage with the retailer’s modern fashion approach.
“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.
“LOTTO has always lived at the intersection of performance and culture. 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, Fashion & Sports at WHP Global, owner of the LOTTO brand.
The LOTTO H&M collaboration will launch on 21 May 2026 across selected H&M stores and online platforms.
