UNIFORMS SLAM: Some may think that street clothes are dead, others that it is not going anywhere. But judging from the latest trend of Slam Jam, there are still consumers who are looking for street-credible clothing.
Founded by Luca Benini in 1989 as the first Italian company to distribute cool American street clothing brands in the country, Slam Jam is now debating a private label brand called (Un) corporate Uniforms, WWD has learned.
Available on a dedicated website starting December 22, the collection will be distributed several times throughout the year. The brand is based on the idea of dress as a way of showing that one belongs to a detailed cultural movement – a feature that has defined street clothing throughout history.
Benini said “it has been a natural evolution of the Slam Jam journey from curator to creator, always looking beyond the product itself. After three decades in the game and a long series of collaborations – the first Nike Terminator Slam Jam from the early Aughts – it felt right to give a voice to our study of how people connect through clothing and how that on. Sin [approach, along] with our own research, our collaborative DNA will remain strong through meaningful partnerships. ”
The label was developed by Slam Jam out of their Italian headquarters in Ferrara with support from Ill-Studio, a Paris-based creative consulting firm active in brand image, enterprise and filmmaking and apparel development. The studio has worked with Slam Jam to develop a new identity for the vendor but is not directly involved in the costume design process.
An upside-down capital “A” is inscribed in a broken circle as the emblem of the emblem, which is a reminder of the inclusive – and genderless – message that the label seeks to convey. , because it draws inspiration from the mathematical symbol that stands for “all. ”
The first drop is made up of a three-piece capsule of what Slam Jam counts as “costume prototypes.” The company said it plans to expand the range at a later stage by inviting colleagues and partners on board.
Selling at between 150 euros and 300 euros the line is available online as well as in-house at the doors of Slam Jam in Milan and Ferrara, including cropped anorak, oversize shirt and dress pants work. Injected with utilitarian details such as panel construction, Velcro packs and rubberized labels, each piece is available in khaki and black.
Rounding out nearly 30 labels – spanning from Carhartt WIP, Vismim and Alpha Industries to Stussy, Converse and Telfar – Benini Slam Jam is considered one of the streetwear gurus and the mastermind behind some the most successful collaborations in the sector, including those between Napapijri and Martine Rose, Oakley and Samuel Ross, as well as the partnership with Nike Inc. to launch a special edition of Blazer style.
Despite the impact of COVID-19 on fashion, the Slam Jam movement follows the move of another Italian retailer, Clan Upstairs, which established its private label earlier this year.