Slam Jam was founded in Ferrara (IT) in 1989 and it was born to serve the underground. It pioneered streetwear, before it even had a name, while operating outside the European fashion system as a rebel organization. Thanks to honing its own unique style through art, music, lifestyle and clubbing, Slam Jam is now globally recognized as a cultural institution that leverages its credibility to promote the style and attitudes of urban subcultures.