A new denim-focused event will debut soon in Italy. Called Genova Jeans 2021, it will take place from September 2 to 6, 2021, in Genoa, one of the cradles of jeans as the word “jean” is derived from the city’s name because its legendary cotton corduroy was used as the basis in the development of denim.
The announcement was recently given by the city’s mayor, Marco Bucci, who underlined how the new event will be inspired by both the history and the future of one of the most loved fashion items, under the umbrella of sustainability.
This year’s first edition will bring to life the history, evolution and innovation of jeans in an experiential showcase with a series of immersive experiences including the “ArteJeans” exhibition, an initiative that will present 36 works in jeans canvas donated to the city by Italian contemporary artists in view of the foundation of the International Jeans Museum.
It’s all about Jeans at Genova Jeans
Partners in the first edition of event will be Candiani Denim, the family-owned premium denim specialist, Italian jeans brand Diesel, and Eco-Age, a sustainability consultancy and owner of The Green Carpet Fashion Awards trademark, and ArteJeans.
Genova Jeans aims to present some of the most important moments in the history and evolution of jeans. It will start from the item’s birth and most important innovation steps, highlighting the historical and cultural movements that have influenced its style.
Diesel will showcase legendary pieces from its private archive, along the historical Via Pre’, renamed for the occasion as “La Via del Jeans,” which will be enriched by interactive and performance-led installations.
Candiani will curate an immersive experience enlightening the consumer, highlighting the damage caused by unsustainable production, and presenting alternative less impactful solutions that can set the future of the industry, including its Coreva technology, a compostable stretch denim it recently launched in Milan (also see here).
Marco Bucci, Genoa’s mayor, commented: “Here is an extraordinary way to recover one’s origins by enhancing the history, identity and culture of Genoa, combining these characteristics with the regeneration of a part of our historic center. The Genoa Jeans project is an international idea that is attracting the attention of the industry and that, we are sure, in September will recall attention from the Genoese and tourists to the city. The possibility of creating the Via del Jeans in our alleys is part of a vast redevelopment project of the largest old city in Europe that the municipal administration is carrying out: creating the ‘jeans style’ streets in the heart of the historic center will be a real revolution, one of the jewels that Genoa can boast at an international level.”
Manuela Arata, founder and president, Genova Jeans, said: “Genova Jeans is a project which will impact on the development of an area with a tremendous potential of two million tourists plus two millions cruise passengers who disembark 200 meters far [according to 2019 data]. They will find a charming historical area for shopping, entertainment, handicrafts and culture based on blue jeans. And I am proud to be partnering with Diesel, Candiani, and Eco-Age.”
Genova Jeans aims to be part of a regeneration project of the city of Genoa and could be repeated every year to continuously attract jeans fans like, for instance, those who continuously return to Milan Design Week.
“We are honored and eager to contribute to the rediscovery of the Italian roots of our beloved jeans,” commented Alberto Candiani, president, Candiani Denim. “And yet, denim is known to be one of the greatest polluters of the fashion industry. Therefore, we are proud to introduce, right here where jeans were born, sustainable innovations that allow us to clean up the industry and to keep wearing the iconic blue jeans without hurting the environment. Jeans have invaded the world starting from Genoa’s port and today, once again, we want to export the new generation of jeans to all those who care about them and about our planet.”
Alberto Candiani, president, Candiani Denim
Livia Firth, co-founder and creative director, Eco-Age, said: “Working on this project with the Eco-Age team, I have learned so much about the history of my favorite ever item. I can’t wait to show everyone what can be achieved when there is true collaborative spirit in the name of sustainability and to be in Genoa with everyone celebrating this debut.”