*:first-child]:mt-0 [&_>*:last-child]:mb-0"> 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. *:first-child]:mt-0 [&_>*:last-child]:mb-0"> Heritage sportswear, contemporary
attitude *:first-child]:mt-0 [&_>*:last-child]:mb-0"> 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…
