Lotto H&M Collection: When Heritage Sportswear Meets Contemporary Fashion

Built around the culture and community of football, the collection tells its story through highly styled looks that bring characters to life. The player, the manager, the referee, the team, and their supporters — each serves as a reference point for building a wardrobe that embraces identity and culture. The result is a celebration of sportswear codes that translate on and off the pitch — and everywhere in between.

These pieces move between worlds with ease. Brightly coloured jersey sets, polos, shorts and high socks are rendered with graphic stripes and the double diamond jacquard — pulled directly from LOTTO’s archives. Off the pitch, oversized faux-leather shorts and a tailored blazer are worn with the same sporty ease; logo caps, scarves, and sneakers complete the picture. Everything is designed to mix — game-ready with off-duty, heritage with the now.

“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” says Andreas Löwenstam, Design Lead Menswear at H&M.

“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. Together, we’ve created a collection that reflects a shared point of view and is designed to resonate with today’s consumer, where sport-inspired style continues to shape culture worldwide,” says Jameel Spencer, Chief Marketing Officer, Fashion & Sports at WHP Global, owner of the LOTTO brand.

The LOTTO H&M collaboration launches May 21, in selected stores and on hm.com.