genova jeans

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.

genova jeans

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.

genova jeans

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.

genova jeans

Showcase your brand or product on Long John to reach your target audience, read more about it here, or send an email for the possibilities:

Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.