LF Luís Figo, the brand founded in 2023 by the Portuguese entrepreneur and soccer icon of the same name—now a UEFA ambassador—is embarking on a new phase of growth through a refreshed brand identity and strategy inspired by its founder’s constantly evolving lifestyle.
Designed to offer a wardrobe for contemporary globetrotters, characterized by functional elegance, quality, versatility, and sophisticated understated style, the brand is expressing its evolution first and foremost through a renewed collection launch and go-to-market strategy, offering “see-now-buy-now” collections introduced at select times throughout the year.
From now on, the collections will be conceived as a continuum of a seasonless, smart, and timeless wardrobe, focused on layering and modularity. A redesigned logo and a new LF Luís Figo monogram have also been introduced.
Designed for men’s wardrobes, the collections are intentionally genderless and also envisioned for women with strong personalities and discerning taste, without compromising their femininity. New members have joined the design and operations teams to enhance product development and execution, while supporting growth in strategic markets through business-to-business and direct-to-consumer channels.
‘In Between’ is the first collection under the new strategy. The name evokes that ever-evolving space between the different moments of the day, where the wardrobe becomes a natural extension of a dynamic and contemporary lifestyle. ‘Entirely’Made in Italy‘, the collection includes lightweight outerwear, field jackets, blazers, and knitwear that combine sartorial elements with advanced functionality. Designed to be layered, packed into carry-on luggage, and worn in different settings, the pieces are crafted from wrinkle-resistant, easy-care fabrics. In Between has been available since its launch at a select network of multi-brand boutiques and on the brand’s e-commerce platform.
Meanwhile, the company has appointed Dahir Addo Arbo as CEO, and FashionNetwork.com asked him a few questions about the brand’s present and future. A graduate of the Catholic University of the Sacred Heart in Milan and holder of a Master’s degree in Digital Transformation from the Polytechnic University of Milan, Addo Arbo has more than twenty years of experience in the fashion industry. Throughout his career, he has held executive positions at international companies, including Hugo Boss and Donna Karan, where he most recently served as Vice President of Sales and Business Development for EMEA, India, and Australia.
FashionNetwork.com: What approach will define this new phase for the Luís Figo brand?
Dahir Addo Arbo: The brand’s goal is to build credibility within our target market. People who share Luís Figo’s dynamic lifestyle—characterized by frequent travel and very specific wardrobe needs: garments that combine elegance, comfort, versatility, and functionality. We envision a niche market: we’re starting with focused collections to ensure—at this stage—that our business is sustainable. The target is a premium market that is potentially aspirational for a broader range of customers; Therefore, we believe that over time, further opportunities will arise for both our core products and brand extensions.
FNW: What specific ideas and strategies do you plan to bring to the brand with your more than 20 years of experience in the fashion industry?
DAA: I’ve been working on the brand’s evolution, which will be reflected in a renewed strategy for launching collections and going to market. Our collections cater to a lifestyle where destination matters more than the season, and this—along with the intrinsic characteristics of our products—explains our ambition to avoid following the standard calendar of sales and promotions that negatively impact retailers’ profit margins.
FNW: In how many multi-brand stores and across how many countries is the brand available?
DAA: Today, the In Between collection is available on the brand’s e-commerce platform, with an international reach. In this initial phase, we are actively working to structure our distribution. At this stage, the decision to adopt a “see-now-buy-now” approach with a limited number of garments will allow us to be selective in choosing our retail partners. Based on our production plans for 2026, our goal is to reach 20 to 25 clients.
FNW: Do you plan to enter new countries between the second half of 2026 and 2027?
DAA: Our collection is inspired by the lifestyle of modern globetrotters. Luís Figo is a sports and style icon known around the world. Our distribution can only be international.
FNW: What was Luís Figo’s revenue in 2025, and what was the annual growth rate in percentage terms? And what about the gross margin? Any estimates for 2026?
DAA: 2025 was a year of transition and redefining the brand’s core elements. We can’t discuss revenue at this time, as this is our “year zero.”
FNW: What percentage of revenue does e-commerce generate?
DAA: We estimate that e-commerce will account for between 10% and 15% of sales during this initial phase.
FNW: Is the brand’s business solely wholesale, or does it also include retail?
DAA: On the wholesale side, our approach will be customer-focused, and we’re working on a network of agents for international markets. On the retail side, in addition to our existing e-commerce platform, we plan to open company-owned stores in the medium-to-long term that can meet the habits and needs of our end customers. LF Luís Figo has identified a very specific target customer and has chosen to create a wardrobe inspired by their needs—both stylistic and practical. The environment must meet their expectations by offering a welcoming and comfortable space where they can enjoy experiences that go beyond simple shopping.
FNW: Who are the new hires in the design and operations departments? How many employees does the company have now?
DAA: We’ve brought on Gloria Sibon as a designer and Stefania Ferrantielli for operations and production. both Gloria and Stefania have worked for numerous companies in the industry, but they’ve also pursued their own entrepreneurial projects. I believe they represent the perfect blend of experience and entrepreneurial spirit, which is the ideal combination for a young company like ours. Right now, we’re a team of seven people, and we work with a few external consultants to develop ad-hoc projects.
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