SLAM
MSC Group · Italy
SLAM is an Italian sailing apparel brand founded in Genoa in 1979, known for technical foul-weather gear and nautical lifestyle clothing. Since 2025 it has been owned by MSC Cruises, part of MSC Group.
| Founded | 1979 |
|---|---|
| Headquarters | Genoa, Italy |
| Owner | MSC Cruises (MSC Group), since 2025 |
| Speciality | Technical sailing apparel |
| Website | slam.com |
What is SLAM?
SLAM is a sportswear company from Genoa specialising in sailing. It was founded in 1979 by Pietro Passaleva and Franco Degan together with a group of sailing enthusiasts, and grew through the 1980s and 1990s by equipping sailors and racing syndicates.
History
In 2021 the Italian investment firm VAM Investments acquired the brand and relaunched it in 2022 under the banner Slam is back, led by former Olympic sailor Enrico Chieffi, with a refreshed logo and new collections. In October 2025 MSC Cruises, a division of MSC Group, acquired SLAM.
Products and positioning
The range spans technical and lifestyle clothing:
- Foul-weather jackets and trousers, drysuits and layering
- Sailing footwear
- Polo shirts, T-shirts, knitwear, shorts and casual jackets
- Pro, Custom and Outdoor lines
The brand is a technical partner of the Italian Sailing Federation and works with the Yacht Club Costa Smeralda and the Yacht Club de Monaco.
Why it matters
SLAM is one of Italy's heritage nautical brands. Its integration into MSC Group, with plans for a B2B uniform division serving group companies, gives it an unusual combination of consumer and captive corporate demand.
Frequently asked questions
Where is SLAM from?
SLAM is an Italian sailing apparel brand founded in Genoa in 1979.
Who owns SLAM?
SLAM has been owned by MSC Cruises, part of MSC Group, since October 2025.