Lupo launches Lobo, a new premium men’s brand featuring Pima cotton and a minimalist design

A new underwear and T-shirt brand focuses on Pima cotton, minimalist design, and versatility to suit the various moments of a man’s daily routine

Lupo is expanding its portfolio and introducing “Lobo” to the market—its new premium menswear brand. Built upon the company’s legacy, this new brand launches with a contemporary lifestyle concept, combining technology, minimalist design, and high-quality materials in garments designed for men.

Featuring a clean, timeless aesthetic, the collection focuses on classic colors—such as dark khaki, navy, black, and white—and offers versatile cuts suitable for various occasions, from work to leisure. The aim is to blend sophistication, comfort, and practicality—qualities historically associated with Lupo.

“Lobo arrives to expand the Lupo universe and connect with consumers who value quality, durability, and well-being throughout their day. It is a collection that brings innovation and sophistication in an accessible way that complements our existing portfolio, reinforcing the brand’s ability to evolve alongside changing consumer demands,” notes Carlos Mazzeu, CEO of Lupo.

Pima cotton is a highlight of the new men’s collection

One of Lobo’s key differentiators is the use of Pima cotton, a high-quality fiber renowned for its softness, strength, and durability. The raw material selected by the brand features a substantial feel and includes elastane, contributing to greater garment resilience, resistance to stretching out of shape, and color retention over time.

The collection also offers attributes such as breathability, a soft feel, a sophisticated drape, and lasting comfort. Furthermore, the garments were designed to minimize pilling and provide a premium wearing experience, aligning with the consumer demand for products that combine quality, functionality, and well-being.

Underwear and t-shirts focused on comfort and versatility

Lobo’s debut line features men’s underwear and T-shirts designed to deliver a distinctive everyday experience. The boxer briefs feature an encased waistband, a clean finish, and a friction-free feel against the skin, along with a 3D anatomical fit that ensures freedom of movement and contours to the body.

The T-shirts combine the fabric’s natural feel with a structured drape and a sophisticated look. The aim is to offer versatile pieces that seamlessly adapt to various moments of a man’s daily routine without compromising on elegance or functionality.

New brand expands Lupo’s presence in the men’s market

With the launch of Lobo, Lupo reinforces its strategy of portfolio expansion and innovation within the men’s fashion market, exploring new consumer segments while remaining true to its core focus on comfort and textile technology.

The new brand aligns with shifting consumer behaviors, as shoppers increasingly prioritize versatility, quality, durability, and well-being when selecting garments. Lobo products will be available starting in August 2026 at Lupo’s physical stores and its own e-commerce site.

About Lupo

Lupo is one of the most long-standing companies in the Brazilian textile sector, boasting a history that spans over a century. Founded in 1921 by Henrique Lupo and headquartered in Araraquara (São Paulo state), the company develops, manufactures, and markets a diverse product portfolio, with nationwide distribution and a presence in more than 20 countries. With its main 90,000-square-meter industrial complex in Araraquara and a total workforce of nearly 10,000 employees, the company operates four additional plants and maintains 34,000 points of sale across Brazil. Lupo was the first domestic textile company to be recognized as a “High-Renown Brand” by the INPI (National Institute of Industrial Property)—cementing its place in the minds of Brazilian consumers—and remains committed to operational efficiency, innovation, and brand strengthening to drive future growth cycles.