“We were born in Genoa 40 years ago. When we saw the light, it was the lantern”

1979 – 2019 – Slam, the Genoese sailing clothing brand, born of a passion for the sea and synonymous with technicality and performance, celebrates its 40th anniversary.

I AM GENOVA – Starting from Genoa and looking far ahead.

This is the thought that inspired Slam to tell such a significant goal starting right from its hometown, Genoa.

An important anniversary, an occasion to pay tribute to Genoa, giving life to the collective project of the city’s identity.
A photographic story of the Genoese that captures the true spirit of the city with the inspiration of a performer / photographer, Settimio Benedusi, together with the help and complicity of the citizens themselves.

Which the latter will be the absolute protagonists of I AM GENOVA project: a collective shooting, a public event to be held from May 20th to 26th at the Palazzo Ducale. For a week, this splendid setting will become a great photographic laboratory and an installation that will take its shape day by day. The photos, in fact, will be taken, retouched, printed and hung on a large board, on which the portrait of the city will gradually be composed.

To scrutinize the people who best represent the character of Genoa, Slam joins a standard-bearer of democratic photography and particularly timely, Settimio Benedusi, who adds relevance to this already ambitious and important project.

Slam involves the city for one full week to create a portrait of the people who represent the brand’s character, a current cross-section of its uniqueness.

On Friday May 24th, the brand will organize an official evening with the exposition of the photo exhibition. A moment of great emotional impact with many friends of the brand and illustrious guests.

40 years are an opportunity for Slam to give the city the possibility of being a creator, a protagonist and a spectator all at once.