H&M Launches Collaboration Collection with Italian Heritage Sportswear Brand "LOTTO"

Lotto H&M: T-shirt ¥3,999. H&M announces a collaboration collection with LOTTO, a long-established Italian sportswear brand founded in Montebelluna in 1973. As the cultural influence of sports continues to shape fashion, this collection is based on LOTTO's archives, reinterpreted with a graphic and bold contemporary perspective, and finished with a design that elevates styling not only in sports scenes but also in fashion scenes. The collection, centered on soccer culture and community, tells a story through stylish looks that vividly express each character. Players, coaches, referees, teams, and supporters have all served as sources of inspiration for building a wardrobe that embodies identity and culture. The result is a collection that celebrates the aesthetics of sportswear that works on and off the pitch, and in every scene in between. The brightly colored jersey sets, polo shirts, shorts, and high socks feature graphic stripe patterns and double diamond jacquard patterns taken directly from LOTTO's archives. Off the pitch, the collection also suggests wearing oversized faux leather shorts and tailored blazers with the same sporty ease. Accessories like logo caps, scarves, and sneakers complement the style. All items are designed to be freely combined, mixing on-game and off-duty attire, tradition and modernity. "Working with LOTTO's archive felt like opening a special chapter in sports culture. It's filled with genuine nostalgia and authenticity. We wanted to honor that spirit by creating something that feels right for this moment, while leveraging the tradition of both brands in creating fashionable sportswear," says Andreas Löwenstam, Design Lead Menswear at H&M. "LOTTO has always been at the intersection of performance and culture. This collaboration with H&M provides a unique platform to express our heritage from a modern perspective, blending sport and style in a way that is both authentic and globally universal. Together, we have created a collection that reflects our shared vision and is designed to resonate with today's consumer, where sport-inspired style continues to shape culture globally," says Jameel Spencer, Chief Marketing Officer, Fashion & Sports at WHP Global, owner of the LOTTO brand. Collection Details: Launch Date: Thursday, May 21, 2026. Number of Items: 21 menswear items in total. Price Range: ¥1,499 - ¥9,999 (tax included). Available at: Select H&M stores and the official online store (hm.com).