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 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.
- Brightly colored jersey sets, polos, shorts and high socks come in vivid tones, graphic stripes and LOTTO’s signature double diamond jacquard, lifted directly from vintage styles.
- Coordinated looks channel full team energy, but pieces are designed to be mixed with denim, cargos or tailoring for more subtle references.
Off the pitch, the line slides into fashion forward athleisure.
- Oversized faux leather shorts are cut for a slouchy, confident fit, pairing with jerseys or hoodies for a tunnel walk feel.
- A tailored blazer is styled with sporty separates, showing how suiting and football codes can live in the same look.
- Logo caps, scarves and sneakers finish the outfits, reinforcing the club inspired identity while staying wearable day to day.
Everything is conceived to mix “game ready” with “off duty swag,” blending heritage athleisure with the relaxed proportions and styling that define menswear today.
What H&M and Lotto say
“Working with LOTTO’s archives felt like opening a very specific chapter of sports culture, one with true nostalgia and credibility,” said Andreas Löwenstam, Design Lead Menswear at H&M. “We wanted to honor that while making something that belongs entirely to this moment, drawing on both brands’ heritage of creating fashionable sportswear.”
“LOTTO has always lived at the intersection of performance and culture,” added Jameel Spencer, Chief Marketing Officer, Fashion & Sports at WHP Global, owner of the LOTTO brand. “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 noted that the collection is designed to resonate with today’s consumer, “where sport inspired style continues to shape culture worldwide.”
Drop details and where to shop
The LOTTO H&M menswear collection will launch on May 21, 2026 in select H&M stores worldwide and online at hm.com, with availability limited by market and store selection. The brands have released campaign imagery that brings the “player, manager, referee, team and fans” story to life in styled looks that blur stadium tunnels, streets and stands.
Positioned as a capsule that taps into the ongoing global pull of football culture, the collab gives fans of both H&M and LOTTO a way to wear heritage sportswear with a distinctly 2026 twist.
