Image: SLAM / official
SLAM has become the official clothing partner of the 2026 Genoa International Boat Show, supplying staff apparel and using the event to present new marine ranges.
SLAM has become Official Clothing Partner of the 2026 Genoa International Boat Show, marking a high-profile return to the city where the technical marine-apparel brand was founded in 1979. The company is supplying event staff clothing while also presenting products from its Autumn/Winter 2026/27 collections to marine professionals and visitors.
SLAM says the agreement has particular significance because Genoa is where the company began and remains central to its identity. The partnership follows SLAM’s acquisition by MSC and gives the brand a visible role at one of Europe’s largest marine-industry events.
Providing official staff clothing places the product in continuous use during the show rather than limiting the partnership to branding. That gives the company an opportunity to demonstrate technical garments in the environment for which they were designed.
SLAM is presenting additions to its Ocean Set and Altura ranges alongside One Design garments and the Foil Aero Set. The collections cover different sailing and marine-use cases, from offshore protection to lighter performance apparel.
Technical clothing is a small part of a superyacht’s overall procurement budget, but it plays an important role in crew identity and working comfort. Durability, weather protection and ease of movement matter particularly for deck teams exposed to changing conditions.
Yacht crews often use coordinated clothing as both practical workwear and part of the vessel’s visual identity. Suppliers therefore have to balance technical performance with fit, colour consistency and the ability to produce branded garments across several roles.
A major show partnership gives SLAM access to captains, crew managers, suppliers and yacht companies in one place. It also reinforces the company’s effort to position itself across professional yachting rather than only competitive sailing.
The Genoa show brings builders, suppliers, dealers and service companies together across several days, creating a useful environment for equipment and apparel brands that depend on business-to-business relationships. SLAM is using that concentration to support both brand visibility and direct product conversations.
For the wider marine supply chain, the partnership shows how non-hardware suppliers are becoming more integrated into major yacht events. Crew clothing, hospitality and professional presentation now sit alongside technical systems as part of the operating environment around luxury yachts.
Official sources: www.slam.com.
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