California Hits the Lotto
Lotto, the Italian performance brand, is launching Lotto Leggenda, a U.S.-based division to drive the company’s newest venture, a line of high-end lifestyle apparel and footwear. The new division has offices in Beverly Hills and New York.
“Leggenda will be driving all non-performance aspects of the brand globally,” said David Schulte, Leggenda’s chief executive officer. Schulte, who made an investment in the brand and is spearheading the Leggenda business for Lotto, is also the managing partner of the investment firm The DCS Group, a division of Lotto.
The new Lotto line, which bowed at the Project Global Trade Show in Las Vegas in August and has already begun to ship, will sell in specialty and department stores and targets men ages 18–34.
The soccer-inspired collection “is starting off small and tight,” said Lotto spokeswoman Edina Sultanik. Cashmere sweaters will retail for $400, cotton polos for $90 and nylon outerwear for $140–$180. A tennis-inspired collection is in the works for Spring. —Erin Barajas
