How Slam Jam Paved the Way for Blend of High Fashion and Sportswear
Luca Benini's streetwear company has a knack for injecting its fast-selling products with culture.
Luca Benini’s talent for infusing culture, not just hype, into labels has helped him build an empire that counts some of today’s biggest names in fashion as its clients.
A testament to the longevity of Benini’s magic spell, his company laid the groundwork for the current luxury streetwear trend 30 years ago—back when the boundaries between low-brow and high-couture were rigidly defined.
50-year-old Benini is the founder and CEO of Slam Jam, an Italian company that curates sportswear for brands like Nike, Stussy, and Carhartt WIP. It also manages production lines for a few smaller labels and boasts its own line as well.
“I would like Slam Jam to be perceived as a seal of approval on the products we distribute, a bit like the Woolmark logo warranties quality on the different products that bear it,” Benini explains to Business of Fashion. “I am a selector, a bit like a DJ: creating worlds by mixing existing bits is what keeps me going.”
If selecting and distributing sportswear for fashion labels may not seem like a lucrative business, Business of Fashion reports Slam Jam, with its 88 employees, generated $51 million in revenue last year.
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