“Collective” brand founded by Carlo Petrini in 1986, Slowfood is today a fully-fledged lifestyle brand thanks to several elements: some stories to tell, a strong belief, a manifesto, a lifestyle proposition coming out through communication, different point of sales and products. Born as a cult brand for a niche of followers, today it counts 100.000 members in 153 countries, representing an alternative to an unhealty and contrived lifestyle. The brand’s manifesto declares the  acceptance of an eco-gastronomic credo accentuating concepts like good, clean and fair.


Another interpretation of this phenomenon talks about it as a reactionary movement created by a very limited group of well-off people.