Short Takes: The North Face’s New Deal, H&M Teams With Lotto, Gymshark’s Beefy Collab and More

Quick hits from the menswear world.​Quick hits from the menswear world. 

In the runup to the 2030 Olympic and Paralympic Games in the French Alps, The North Face has signed an eight-year partnership to become the official performance apparel partner of U.S. Ski and Snowboard.

Under this new partnership, the company will provide competition outerwear for the national team athletes, coaches and staff in all 11 disciplines: alpine, cross country, freeski, freestyle moguls, freestyle aerials, Nordic combined, para alpine, para Nordic, para snowboard, ski jumping and snowboard. Athletes will wear The North Face gear during World Cup events, world championships, national events, official training camps and the Olympic and Paralympic Winter Games through April 2034, which will include the Winter Olympics in Salt Lake City, Utah.

In addition to outerwear, The North Face will provide performance base layers, mid-layers, training wear, accessories and bags/luggage to the teams.

“Our brand promise at The North Face has always been to make the most desirable athlete-tested, expedition-proven products to push the boundaries of human potential. In line with this commitment, it is a true privilege to outfit the U.S. Ski and Snowboard team for the next eight years,” said Chris Goble, global brand president at The North Face. “Every single piece in this collection is designed with the uncompromising innovation required to support our winter athletes as they compete in the world’s most extreme conditions.”

“The North Face is synonymous with innovation, performance and a deep respect for the mountains, which are values that align perfectly with U.S. Ski and Snowboard,” said Sophie Goldschmidt, president and chief executive officer of U.S. Ski and Snowboard. “This partnership is about more than outerwear; it’s about equipping our athletes with world-class gear that supports them from training to competition as we build toward 2030 and 2034.”

In addition to outfitting athletes, The North Face will launch a commercial collection for consumers beginning in the fall of 2026 that will be sold at North Face stores and online.

H&M is the latest brand to catch soccer fever.

In the run-up to this year’s World Cup, that will be played in North America, the Stockholm-based retailer is teaming with Lotto, the Italian sportswear brand on a capsule inspired by the sport.

The menswear collection draws from the archives of Lotto, which was founded in Montebelluna, Italy, in 1973 and is known for its sports-infused merchandise. It is now owned by WHP Global.

The H&M capsule is intended to blend heritage sportswear and contemporary fashion and the pieces are designed to bring the game to life. As such, the player, manager, referee and fans all serve as reference points for the collection that features brightly colored jersey sets, polos, shorts and high socks with graphic stripes and Lotto’s signature double diamond jacquard.

“Working with Lotto’s archives felt like opening a very specific chapter of sports culture — one with true nostalgia and credibility,” said Andreas Löwenstam, design lead for menswear at H&M. “We wanted to honor that while making something that belongs entirely to this moment, drawing on both brands’ heritage of creating fashionable sportswear.”

“Lotto has always lived at the intersection of performance and culture. This collaboration with H&M offers a unique platform to express our heritage through a modern lens, bringing together sport and style in a way that feels both authentic and globally relevant,” added Jameel Spencer, chief marketing officer for fashion and sports at WHP Global. “Together, we’ve created a collection that reflects ashared point of view and is designed to resonate with today’s consumer, where sport-inspired style continues to shape culture worldwide.”

The Lotto H&M collaboration will launch May 21 in select stores and on the retailer’s website.

Rhone is upping its sustainability efforts.

On Tuesday, the Connecticut-based brand will expand its resale platform, reRhone, with the launch of a trade-in program. The initiative allows customers to send back gently worn Rhone pieces in exchange for credit toward a future purchase. Every item is inspected, and verified pieces will be resold on the reRhone platform.

The entire process is conducted online and will not be offered in the company’s stores. Customers will be asked to find the item on the Rhone site and suggest  the estimated credit. They can then print a prepaid shipping label and drop their package at a UPS facility. Once the pieces are inspected, the customer will be emailed a discount code for the trade-in credit, usually within 10 business days.

Rhone launched reRhone in January in partnership with Archive, a technology platform that specializes in branded resale merchandise. Archive is also involved in this trade-in program.

“Since launching reRhone earlier this year, we’ve seen strong enthusiasm from our community around extending the life of products they already know and love,” said Bethany Evans, chief marketing officer of Rhone. “Introducing trade-in is an important next step because it gives customers an even more direct way to participate in keeping quality product in rotation. It reinforces our belief that great performance apparel should be made to last, and we’re excited to continue building a resale experience that adds value for our customers while supporting a more thoughtful approach to consumption.”

Gymshark has launched its first collaboration with Chris Bumstead, a six-time Olympia champion and one of the best-known figures in modern bodybuilding.

The Gymshark x Cbum capsule, titled Unfinished, marks the first time the athlete has worked with a brand on an apparel collection and is intended to be a physical expression of his philosophy that even after achieving success, there’s always more to come. As the campaign touts: “Even the best are never finished. You can win it all and still feel like you’re just getting started.”

The collection features 12 styles of training and lifestyle essentials including a heavyweight washed cotton hoodie, a cotton canvas workwear jacket; a ribbed cotton tank; a lightweight six-inch sport short; a mesh hockey jersey with 06 graphics, a nod to his six Olympia victories, and a straight-leg pant.

The collection is available in black, white, grayed purple, concrete blue and stone gray marl, and also includes accessories such as socks and a dad cap. It will be sold exclusively on the Gymshark e-commerce site. Prices range from $32 for the ribbed tank and $46 for a sleeveless T-shirt to $56 for the hockey jersey and $78 for the washed hoodie.