At the 105th Edition of Pitti Immagine Uomo, Lotto Presents a Shoe Made from Recycled Materials.

Lotto Sport Italia, a historic Italian sports company and a leader in the Montebelluna footwear district, renews its participation in the most important international event dedicated to men’s fashion and lifestyle. This year, Lotto is introducing the Lotto Leggenda FW24 collection along with an exciting new product: the tennis-inspired sneaker, OOH!. The name reflects the exclamation of surprise, highlighting a project that looks to the future in a revolutionary way: the first shoe made from recycled materials without compromising on style and comfort.

With this project, Lotto officially embarks on its new sustainability journey, strategically supported by ACBC, the Italian leader in responsible B2B consulting. ACBC will also assist Lotto in publishing its Sustainability Manifesto in 2024, aligning with the ESG objectives outlined by the United Nations that the company, led by Andrea Tomat, aims to achieve in the coming years. The project was developed in collaboration with ReTurn Società Benefit a r.l., an innovative startup in the field of circular economy, working alongside the University of Padova, ENEA, and other research institutions.

OOH! is crafted in Italy from materials sourced through recycling processes, notably featuring the unique composition of its sole and upper. The sole is produced by recycling tennis and padel balls, while the upper is made from apple processing waste.

Specifically, the sole is created by ReTurn Società Benefit using patented Italian technology that ensures high performance within a tennis and padel ball recycling project developed with the FITP, the Italian Tennis and Padel Federation. Through an innovative treatment and processing method, ReTurn extracts rubber and felt powders and fragments from discarded balls of any size, forming the material for OOH!’s sole. Each pair of sneakers uses approximately 1.5 tennis balls. The upper is made from an innovative material derived from processing organic apple waste from the food industry, resulting in a fabric that can be colored as desired, with about 1.5 apples used per pair of sneakers. The laces are made from recycled polyester, and the comfortable insole comes from the recovery of scraps from other expanded polyurethane insoles.

OOH! showcases Lotto’s creativity, featuring titanium gray for the tongue and backcounter, while the rest of the upper is in a creamy white, matching the laces. These neutral colors express a glamorous flavor that nods to the fashion world while capturing the preferences of an increasing number of young consumers who are more and more attentive to environmental sustainability.

Lastly, for OOH!, Lotto will develop custom responsible packaging, both in terms of design and technical specifications.