May 13, 2021

Slam Jam launches its first own brand

3 min read

Slam Jam, the influential Italian streetwear pioneer and incubator company founded by Luca Benini in 1989, is launching its first own solo product project called (Un)corporate Uniforms.

The company started as a distributor serving underground brands that continue to be market success stories such as Carhartt WIP, Stüssy and Alyx and has evolved as a global retail platform, creativity consultant and cultural institution. It conceived and developed this new project alongside Paris-based creative direction and consultancy practice Ill-Studio.

Luca Benini, Slam Jam

Luca Benini, Slam Jam

The new brand originates from its founder’s dream of counter-culture revolution started in the outskirts of Ferrara, where Slam Jam is still based: “It has been a natural evolution of Slam Jam’s journey from curator to creator, always looking beyond the product itself,” said Benini. “After three decades in the game and a long series of collaborations–the first Slam Jam Nike Terminator is from the early 2000s–it felt right to give voice to our investigation about how people connect through clothing and so on. That, with our own research, still keeping our collaborative DNA strong through meaningful partnerships.”

Outfit by (Un)corporate Uniforms

Photo: (Un)corporate Uniforms

Outfit by (Un)corporate Uniforms

(Un)corporate Uniforms is a research project aimed at understanding and defining the concept of uniforms, as distinctive clothing meant to be worn by members of the same group to unite and stand out against others. Slam Jam considers itself as an ambassador of a cultural wave, to unite shared values amongst the chaos and connecting tribes of like-minded people across the world.

Top by (Un)corporate Uniforms

Photo: (Un)corporate Uniforms

Top by (Un)corporate Uniforms

The collection range, which is entirely unisex, shapes a uniform prototype and is composed of three items, two tops and one pair of bottoms, in two different colors, black and khaki. The Diagonal Yuma Anorak sports a cropped fit, paneled construction, a diagonal zip closure, an internal lining, side pockets with press-studs button closure, back-pleats, adjustable Velcro cuffs and a rubber-stopper label.

The Joilet Overshirt comes in an oversized fit, with a classic collar, press-studs button closure, paneled construction, an inner pocket, button cuffs, back-pleats, a Velcro patch at the chest, and is finished with a rubber-stopper label.

The Diagonal Attica Pant features a straight leg, regular fit, French pocket, stitched crease, hook closure, zip fly, suitable waist with Velcro closure, back pocket press-studs button closure and rubber-stopper label.

(Un)corporate Uniforms by Slam Jam

Photo: (Un)corporate Uniforms

(Un)corporate Uniforms by Slam Jam

This iconic capsule is identified by an upside down capital “A” inscribed in a dashed circle. This logo takes its inspiration from a mathematical meaning “for all” circled by a constantly evolving perimeter thanks to influences and energies coming from the outside, maintaining its rebel and selective attitude.

The collection is not meant to be a one-shot initiative, although it will not follow traditional seasonal rhythms, but will be offered according different drops through the year to follow more experimental approaches than classic fashion ones.

It will debut on December 22, 2020 and will be exclusively sold globally through uniforms.slamjam.com and Milan’s Slam Jam store.

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