Lotto and H&M Turn Vintage Football Kits into Street Ready Menswear

Heritage sportswear, contemporary attitude Founded in Montebelluna, Italy in 1973, LOTTO is a heritage sportswear brand known for its performance kits and the double diamond logo worn by generations of footballers.

For this collaboration, H&M’s menswear team dove into LOTTO’s archives, pulling out key graphics, jacquards and silhouettes, then reimagining them through a contemporary lens.

The creative narrative is built around football archetypes the player, the manager, the referee, the team and their fans each used as a styling and character reference for how the collection can be worn.

The result is a wardrobe that reads as football to insiders but feels just as relevant for everyday streetwear, from match days to nights out. On and off the pitch: key pieces On the “on field” side, the collection leans into classic football kit language…