Fashion and football culture collide in a bold new collaboration as H&M teams up with iconic Italian sportswear brand LOTTO to launch a collection that celebrates the enduring influence of sport on contemporary style.
Founded in Montebelluna, Italy, in 1973, LOTTO has long been synonymous with athletic performance and sports culture. Now, H&M is reimagining the brand’s rich heritage through a modern menswear collection that seamlessly blends football-inspired aesthetics with everyday streetwear.
A Celebration of Football Culture
At the heart of the LOTTO H&M collection is the spirit of football and the communities that surround it. Drawing inspiration from every aspect of the game, the collection tells a story through carefully curated looks inspired by players, managers, referees, supporters, and teams.
The result is a versatile wardrobe that captures the identity, passion, and culture associated with the world’s most popular sport. Whether worn on match day, in the stands, or on the streets, the collection embraces sportswear codes that transcend the pitch.
Heritage Designs Reimagined
The collection features brightly coloured jersey sets, graphic-striped shorts, and statement pieces adorned with LOTTO’s signature double-diamond jacquard motif, directly inspired by the brand’s archives.
Accessories complete the sporty aesthetic, with logo caps and sneakers designed to pair effortlessly with both athletic and casual looks. Every piece has been created with versatility in mind, allowing wearers to mix heritage-inspired sportswear with modern street fashion.
Honouring the Past While Looking Forward
According to Andreas Löwenstam, Design Lead Menswear at H&M, the collaboration offered a unique opportunity to revisit a defining era of sports culture.
“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.”
The collection reflects a growing trend in fashion where sportswear continues to influence mainstream style, blending performance-inspired designs with contemporary urban aesthetics.
A Global Vision of Sport and Style
Jameel Spencer, Chief Marketing Officer, Fashion & Sports at WHP Global, owner of the LOTTO brand, believes the collaboration perfectly captures the evolving relationship between sport and fashion.
“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.”
He added that the collection reflects a shared vision between the two brands and is designed for today’s consumer, where sport-inspired fashion continues to shape global culture.
South African Launch Details
The LOTTO H&M collaboration launched in South Africa on 21 May and is available at selected H&M stores nationwide, as well as online through Superbalist.
By merging LOTTO’s sporting legacy with H&M’s contemporary design approach, the collection delivers a fresh take on football-inspired fashion—celebrating heritage, community, and style for a new generation.
