LF Luís Figo Retools Strategy Under CEO Dahir Addo Arbo

MILAN — LF Luís Figo, the fashion and lifestyle brand established by the namesake soccer champion in 2023, is sharpening its identity and gearing up for its next phase of development.

Under the lead of Dahir Addo Arbo, who was named chief executive officer of the company a year ago, the menswear brand is switching to a see now, buy now format, dropping tight ready-to-wear and accessories edits at selected moments throughout the year.

Instead of relying on the founder’s image as an athlete, the brand seeks to cater to a broader audience by tapping into Figo’s current globe-trotting lifestyle, Addo Arbo told WWD in his first interview since joining the brand.

“This next phase of growth for LF Luís Figo is about articulating with greater precision what the brand has always stood for and what makes it relevant to today’s consumers,” Addo Arbo explained.

A seasoned luxury executive with more than two decades of experience in the fashion industry, the CEO has held senior leadership roles at 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.

“The athlete’s role in a brand like ours can be a double-edged sword, because the identity can easily slip into sports merch. We had to draw a clear dividing line,” Addo Arbo said.

“Luís’ journey has evolved from global soccer champion to entrepreneur, institutional figure through his role as UEFA ambassador, and global citizen. His lifestyle, which resonates with many contemporary consumers, prompted us to translate that evolution into a wardrobe system designed around his current needs and aspirations,” he said.

In a statement, Figo said the evolution represents a natural step forward.

“We have engaged with our customers to refine our identity and build a wardrobe that reflects the way many of us live today — constantly moving between cities, cultures and commitments with purpose. For most of my life, movement has been a constant. Today I travel differently, but with the same mindset: always curious, always looking ahead. LF Luís Figo was created to reflect that reality.…This new chapter is about staying true to who I am today and sharing that vision with a community that values quality, authenticity and timeless style,” Figo said.

The first collection under the retooled strategy bows Wednesday on the brand’s recently revamped e-commerce site and at key wholesale accounts. It is titled “In Between” and features a little more than 32 stock keeping units, rooted in timeless design, versatility and wearability.

Addo Arbo described the new fashion vision as a wardrobe system with a premium positioning to be expanded as more drops are released. He revealed that the company has beefed up the design and operations teams since he joined in June 2025 to further accelerate growth and scalability.

Crafted from premium textiles boasting wrinkle-resistant and easy-care features and entirely Made in Italy, the collection is an edgier take on “quiet luxury,” with some cues from performance. It comprises lightweight outerwear, field jackets, blazers, bombers and fine knitwear designed to be layered and easily packed into carry-on luggage, as well as sartorial pants and joggers in straight-leg or slightly relaxed proportions.

“The collection is intended to break away from seasonality. For our existing and target customers of globe-trotters, the destination matters more than the season.…This allows us to introduce new pieces each season that can be added to their wardrobe, are wearable and can easily be paired with everything they bought in previous seasons,” Addo Arbo.

To this end, the executive said the brand won’t rely on markdowns and promotions going forward. “Our ambition is to offer retailers — and customers — a timeless collection that evolves over time,” he said.

As part of the retooling strategy, LF Luís Figo has introduced a new, leaner logo and monogram.

Although the brand is not expanding into womenswear just yet, Addo Arbo contended that Figo’s lifestyle is shared by a growing cohort of female consumers, who are also increasingly attracted by menswear pieces. He sees that as an opportunity for the brand to further expand its footprint.

Asked about the distribution strategy, the CEO said Italy and Spain are the two most natural territories to scale up. Born in Portugal, Figo has had a longstanding relationship with both countries since playing for some of their leading soccer clubs, including Spain’s F.C. Barcelona and Real Madrid and Italy’s Inter, until he retired in 2009.

Launched in 2023 with business partner Gandolfo Albanese, LF Luís Figo — a self-financed project — debuted at Milan Fashion Week in June 2023 with the spring 2024 collection. It has subsequently unveiled its lineups at a few editions of menswear trade show Pitti Uomo.

Last year, as reported, it introduced its first eyewear range at the Mido trade show in Milan as part of a collaboration with Lozza, owned by De Rigo Vision. The collaboration with the eyewear company is ongoing, Addo Arbo said.