H&M launches collection with LOTTO where sportswear meets fashion

H&M joins forces with LOTTO, the Italian sportswear brand founded in Montebelluna in 1973, in a meeting that reaffirms sport's cultural influence over fashion.

Words by

Caíque Nucci

Words by Caíque Nucci

Editor-in-Chief

H&M announces a collaboration with LOTTO, the Italian sportswear brand founded in Montebelluna in 1973. At a moment when sport's cultural influence shapes fashion from end to end, the men's collection draws on LOTTO's archives and reinterprets them through a contemporary lens: graphic, bold and fit for both the streets and the stands.

H&M lança coleção com a LOTTO em encontro de sportswear e moda

Built around football culture and community, the collection tells its story through styled looks that bring characters to life: the player, the coach, the referee, the team, the fans. The result celebrates sportswear codes that work both on and off the pitch.

Jersey sets in vibrant colors, polos, shorts and knee-high socks get graphic stripes and the double diamond jacquard, pulled straight from LOTTO's archives.

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Caíque Nucci

Caíque Nucci is the founder, CEO and editorial director of Complete Magazine, a platform operating at the intersection of fashion, culture, technology and design in Latin America. He also leads Complete Studio, the company's immersive technology consultancy arm, with clients including L'Oréal, Renner, Kérastase, Ricardo Almeida, WeWork and Camicado. Recognised by MIT Technology Review as one of the MIT Innovators Under 35 Brazil 2025 in the Arts category, and a GIST Global Fellow of the United States Department of State, he went through the Georgia Institute of Technology's acceleration and incubation programme, within GIST, and is a guest professor of Communication and Digital Media in Senac's postgraduate programme in Strategic Fashion Business Management. He also works as a business and startups consultant in a national acceleration programme run by Sebrae for Startups. He is also a mentor at Abstartups, the Brazilian Startups Association, where he supports founders on positioning, go to market and immersive and AI driven product strategy.

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