LOTTO H&M COLLECTION: WHEN HERITAGE SPORTSWEAR MEETS CONTEMPORARY FASHION

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H&M (OTC:HNNMY) announced a new menswear collaboration with Italian sportswear brand LOTTO, launching May 21, 2026 in select stores and on hm.com.

The collection reimagines LOTTO's 1970s sports heritage through contemporary soccer-inspired styles, mixing on-field performance codes with off-duty athleisure pieces and graphic branding.

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NEW YORK, May 11, 2026 /PRNewswire/ -- H&M announces a collaboration with LOTTO - the heritage Italian sportswear brand founded in Montebelluna, Italy in 1973. Arriving at a moment when the cultural pull of sports continues to shape fashion, the menswear collection draws on LOTTO's archives, reinterpreting them through a contemporary lens: graphic, bold, and suited for the streets as much as the stands.

Inspired by soccer and built around the culture and community of the sport, the collection tells its story through highly styled looks that bring characters to life. The player, the manager, the referee, the team, and their fans - each serve as a reference point for building a collection that embraces identity and culture. The result is a celebration of sportswear codes that translate on and off the field and everywhere in between. The collection moves between worlds with ease. Brightly colored jersey sets, polos, shorts and high socks are rendered with graphic stripes and LOTTO's signature double diamond jacquard, pulled directly from the archives. Off the field oversized faux-leather shorts and a tailored blazer are worn with the same sporty ease; logo caps, scarves, and sneakers complete the vibe. Everything is designed to mix game-ready with off-duty swag and heritage athleisure for 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 honor that while making something that belongs entirely to this moment, drawing on both brand's 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 select stores and on hm.com

Link to Images: here
Contact: Mediarelations.us@hm.com

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SOURCE H&M

FAQ

What is the LOTTO H&M menswear collection announced for May 2026?

The LOTTO H&M menswear collection is a soccer-inspired line blending heritage sportswear with contemporary fashion. According to H&M, it draws on LOTTO's archives to create bold, graphic looks suitable for both stadium and streetwear.

When does the LOTTO H&M collection launch and where will HNNMY customers find it?

The LOTTO H&M collection launches on May 21, 2026 in select H&M stores and on hm.com. According to H&M, availability will be limited to chosen locations alongside online access for broader reach.

What design elements define the LOTTO H&M 2026 collaboration for investors tracking HNNMY?

The collaboration features brightly colored jersey sets, polos, shorts and high socks with graphic stripes and LOTTO's double diamond jacquard. According to H&M, off-field pieces like faux-leather shorts, tailored blazers, caps and sneakers extend the sporty aesthetic.

How does the LOTTO H&M collection blend sports culture and fashion?

The collection uses characters like the player, manager, referee, team and fans to frame looks. According to H&M, it celebrates sportswear codes that work on and off the field, reflecting how sport-inspired style shapes wider culture.

Who are the key voices behind the LOTTO H&M collaboration design?

Design direction comes from Andreas Löwenstam, H&M's Design Lead Menswear, and Jameel Spencer of WHP Global. According to H&M, they focused on honoring LOTTO's nostalgic sports heritage while making styles relevant to today's global consumer.

What types of products are included in the LOTTO H&M menswear range?

The range includes jersey sets, polos, shorts, high socks, oversized faux-leather shorts, a tailored blazer, logo caps, scarves and sneakers. According to H&M, everything is designed to mix game-ready pieces with off-duty athleisure and heritage style.