SLAM

Foundation

SLAM was founded in 1979 in Genoa by a group of sailing enthusiasts, including Pietro Passaleva and Franco Degan. Their objective was to create functional, durable, and comfortable sailing apparel by testing new materials and technologies directly on the water. The company's name is not an acronym but was chosen for its impactful sound, similar to a slamming sail.

The brand's logo, a stylized greyhound (levriero in Italian), was chosen to represent speed and elegance.

Growth and Challenges

During the 1980s and 1990s, SLAM grew significantly, becoming a well-known brand within the international sailing community. It established itself by sponsoring world-renowned sailors and major sailing syndicates. The company developed several proprietary fabric technologies for its waterproof and breathable jackets, trousers, and mid-layers.

Despite its strong brand recognition in the sailing niche, the company faced significant financial difficulties in the 2010s. By 2017, SLAM filed for concordato preventivo, an Italian form of bankruptcy protection or composition with creditors, leading to a period of uncertainty for the brand.

Relaunch and New Ownership

In 2021, SLAM was acquired by VAM Investments, a private equity firm, in partnership with the company's new management, including CEO Federico De Brabant. The acquisition aimed to relaunch the historic brand by preserving its technical sailing heritage while also expanding its "lifestyle" and urban wear collections.

The new strategy included a focus on sustainability in materials and production, as well as strengthening its international distribution and e-commerce presence.

Acquisition by MSC

In October 2025, it was announced that MSC Cruises, a division of the MSC Group, had acquired SLAM from Vam Investments. According to the announcement, the acquisition is intended to support SLAM's international expansion and visibility.

As part of the new ownership, SLAM is expected to continue its core sportswear business while also developing a new professional division focused on the business-to-business (B2B) sector. This new division will include the design and production of uniforms and apparel for other MSC Group companies.

SLAM's product line is divided into two main categories:

Technical Sailing Gear: This includes high-performance foul-weather gear (jackets and trousers), drysuits, mid-layers, base layers, and footwear designed for professional racing and offshore sailing. These items often feature multi-layer waterproof, breathable membranes and technical details like watertight cuffs and high-visibility hoods.

Lifestyle and Sportswear: A broader collection of casual wear inspired by the brand's nautical origins. This line includes polo shirts, t-shirts, knitwear, shorts, and casual jackets, often featuring the brand's greyhound logo.