Football culture inspires Lotto-H&M tie-up
Fashion group H&M has made available for sale in stores and online a new menswear collection it has developed jointly with Lotto.
The companies said their aim was to bring “the rich history of Italian sportswear to a worldwide platform”.
Lotto chief executive, Andrea Tomat, said the collection draws on the Montebelluna-based brand’s archive but also reinterprets certain elements, including its double-lozenge jacquard motif.
It has pieces that focus on what the two companies refer to as the culture and community of football, with garments that point to the roles of players, managers, supporters and even referees.
“Bringing the history of Lotto to a global platform like H&M’s is an extraordinary opportunity to give new life to Italian sportswear tradition,” Mr Tomat said.
