H&M Unveils Football-Inspired Collaboration With Lotto
Swedish fashion retailer H&M has announced a new menswear collaboration with iconic Italian sportswear label Lotto, blending vintage football aesthetics with contemporary streetwear influences. Set to launch on May 21, the collection draws heavily from Lotto’s rich sporting archives and celebrates football culture, community, and the energy surrounding the game both on and off the field.
The collection features brightly coloured jersey sets, polos, shorts, high socks with graphic stripes, and Lotto’s signature double diamond jacquard detailing. Expanding beyond traditional sportswear, the range also includes oversized faux-leather shorts, tailored blazers, logo caps, scarves, and sneakers, offering a mix of game-ready fashion and modern athleisure. According to H&M, the collection is designed to merge heritage sportswear with contemporary style for today’s fashion-conscious consumers.
Andreas Löwenstam, design lead for menswear at H&M, said working with Lotto’s archives brought “true nostalgia and credibility” while allowing the brands to create something relevant for the present moment. Jameel Spencer, chief marketing officer of fashion and sports at WHP Global, which owns Lotto, described the collaboration as a celebration of sport and culture coming together through globally relevant style. The Lotto H&M collection will be available in select H&M stores and online from May 21.
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