A New Annual Jeans Event
Genova Jeans is a new annual event that celebrates jeans. During the five days of the event, there will be conferences, animations, and shows, which will kick off on September the 2nd. The Genova Jeans event is committed to the sustainable future of jeans.
A multifaceted and ambitious project that inaugurates Jeans Street, relaunches manufacturing, fashion, art, commerce, catering, and culture to promote quality Made in Italy, in the medieval city center where jeans have been produced, marketed, and used since 1200.
What To Expect
The Genova Jeans event will be held along La Via del Jeans, starting with the birth and evolution of jeans and highlighting the historical and cultural movements that have influenced their style. The Italian denim brand Diesel will showcase legendary pieces from its private archive, enriched by interactive and performance-lead installations. They will also showcase the history of advertising, and Diesel’s replica of the first jeans ever made.
The Italian Candiani denim mill will curate an immersive experience enlightening the consumer, highlighting the damage caused by unsustainable production, and presenting the incredible solutions that can be the future of the industry, including its latest Coreva technology, the world’s first compostable stretch denim.
The Arte Jeans exhibition will include 36 works in jeans canvas donated to the city by globally renowned Italian contemporary artists in view of the establishment of the International Jeans Museum.
But, there’s many many more to explore, so check the full program here.
The Aim Of The Genova Jeans Event
The Genova Jeans event aims to give back to the city as the home of jeans and a leader in sustainable textile innovation. Genova Jeans encourages consumers and manufacturers to make responsible and environmentally conscious choices, becoming a place where everyone makes a difference and contribution to safeguard our planet.
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