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

H&M is teaming up with heritage Italian sportswear label LOTTO on a soccer inspired menswear collection, reworking LOTTO’s 1970s archives into bold, street ready pieces that move seamlessly from stadium to city.

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

H&M is teaming up with heritage Italian sportswear label LOTTO on a soccer inspired menswear collection, reworking LOTTO’s 1970s archives into bold, street ready pieces that move seamlessly from stadium to city. The LOTTO H&M collection launches May 21, 2026 in select stores and on hm.com, landing at a time when football culture is one of fashion’s strongest reference points.

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…

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