MILAN — Damir Doma is unveiling an exclusive collaboration with Italian sportswear brand Lotto during his spring 2018 coed runway show to be held in Milan, on June 18.
The Damir Doma x Lotto collection will include 56 pieces, half for men and half for women, that will combine the aesthetics of the two brands.
“Lotto really trusted me and they gave me carte blanche to develop the project,” said Doma. “I was born in 1981 and I grew up in a period which turned to be extremely important for the brand.”
In the mid and late Eighties, Doma, who started playing tennis at age four, watched Boris Becker winning Wimbledon and the U.S. Open wearing Lotto outfits. The A.C. Milan soccer team also won the Champions League in Athens in 1994 in Lotto field uniforms.
In order to pay homage to the brand’s successful past, Doma researched the Lotto archives to find inspiration for the collection.
“We are extremely happy that Damir got so deeply and personally engaged with the project,” said Lotto chief executive officer Andrea Tomat.
The collection includes tracksuits embellished with deconstructed Lotto bands, T-shirts, sweatshirts, tank tops, polo shirts, as well as rain jackets and waterproof coats. Each piece features both the Damir Doma and Lotto logos. The Damir Doma x Lotto range also includes trainers and basketball shoes.
To create a link between the Damir Doma women’s and men’s collections to be shown on the catwalk, the cobranded capsule features dotted prints from the designer’s own line.
“Our goal is to build a strong relationship since we are both so enthusiastic about the project,” said Doma, highlighting that this capsule will be followed by other collaborations between his namesake brand and Lotto.
The Damir Doma x Lotto range — which will retail from 75 euros, or $84 at current exchange rate, for a T-shirt, to 300 euros, or $337, for a tracksuit — will be distributed by the Damir Doma showroom, as well as through Lotto’s wholesale network.
“There is a potential to go deep in the market and we expect to reach about 400 points of sales,” said Doma.
According to Tomat, Lotto, which closed 2016 with a turnover of 280 million euros, or $308 million at average exchange rate, is currently focusing on tennis and soccer apparel and accessories, as well as on fitness clothes.
Lotto collections are available in 110 markets. Italy and the rest of Europe account for 25 and 45 percent of the brand’s total business, respectively, while the remaining 30 percent of sales are generated across Asia and the United States.