SLAM Clothing expands in Australia

by Jeni Bone on 18 Jun 2008 Prized for its Italian flair and advanced fabrics, the SLAM range of clothing is now available from the company’s first concept story at Abel Point Marina.

After being in the Australian market for two years, available from ships chandleries, selected retailers and corporate avenues, one year ago SLAM celebrated the opening of its store on Hamilton Island, which according to Chief Excutive Officer, Anthony Young, 'was the ideal testing ground for the brand'.

'That section of the range perfectly suited the resort environment of Hamilton Island. From there, our next step was the mainland and Airlie Beach was the ideal choice.'

As Young explains: 'The response has been amazing. People have been saying it’s just what the area needed, so that’s a positive for us. The store is the first of several we have planned and we see no stopping for the brand from here.'

In the pipeline are another eight stores, all but one centred on northern Queensland, with one located in Sydney within around two years.

Renowned for a fashionable palette and detailing as much as for its technical characteristics, SLAM appeals to a broad market.

'From 16 to 60 years,' says Young. 'It’s a mid-range product that appeals to all markets. SLAM began as an Italian yachting brand but has expanded to include coastal and leisure wear. Our goal is to penetrate the mainstream and move into golf as well with a technical golf gear range.'

SLAM is now a major supporter of the Oracle BMW Americas Cup as the official clothing supplier to all sponsors, crew and media, from technical apparel to casual wear, with access to more than 40,000 people around the world.

The brand intends to identify and sponsor two up and coming young golfers as well and is in the process of choosing a young man and young woman who fit the bill.

During Magnetic Island and Airlie Beach Race week, SLAM will have a shop and marquee to expose the brand to the influx of competitors and visitors over the event.

'Even though we are positioning the brand as fashionable apparel, it is also known for its technical attributes,' says Young, adding that the SLAM performance clothing fabrics are custom designed, some of them to include pure silver fibre called meryl, which has cooling, anti-bacterial properties and is light weight, comfortable and boasts 12-15 hours of odour-free wear.

'Others in the range are a blend of nylon, polyester and spandex, which are all breathable, light, durable and allow freedom of movement.'

Coinciding with the European racing season, Young is traveling to France to see the company’s sponsored 18ft skiff compete in Bandol at the end of July, then off to the company’s head office in Lago de Guarda, Italy to inspect the summer range, before touring Australia to promote the brand.

More at www.slamanz.com