GenovaJeans ready to go. On October 5th the curtain will rise on the second edition of the event of the Municipality of Genoa, cradle of jeans, where it all began with the Genoese universally recognized as the first to have had the idea of ​​dyeing a moleskin produced in the Ligurian city.

A unique and new format that differs from a conventional fair. GenovaJeans will take place in the historic center of Genoa, transforming the Ligurian capital into an open-air networking space for the occasion with the aim of creating an innovative jeans community with a circular and inclusive approach, in line with the green policy undertaken by the Municipality of Genoa and with the 2030 Agenda for Sustainable Development.

The event was created with the aim of promoting the culture, art and educational aspect of new generation jeans, enhancing the cultural heritage and communicating with important realities that represent new generation jeans in the round and will be the soul of the event. The heritage brands, which represent the history, development and best practices of this iconic garment, will be hosted within the University Library and include Blue Blanket, Diesel, IMjiT35020 by Manuel Canova, Incotex Blue Division, Mud Jeans, Pepe Jeans, Roy Rogers, Stefano Chiassai, Tela Genova.

Not only “historic” brands at GenovaJeans but also new generation brands and designers who have adopted different eco-design strategies, including circular ones, for the production of smart jeans: Andrea Grossi, Blue Of A Kind, Gilberto Calzolari, Gimmijeans, Jeanne Friot , Marcello Pipitone with Albiate 1830, Schnaider Ksenia, Zerobarracento.

Furthermore, at GenovaJeans there will also be space to learn about the production chain, made up of icons of the supply chain and value of jeans, which represent all the stages of production: Albiate 1830 – Albini Group, Pure Denim with BembergTM by Asahi Kasei, Cadica, Candiani Denim, Circulose®, Officina39, Soko Chimica, TencelTM, Tonello, YKK Italia.

Over the course of the 4 days, some exhibitions will be set up where jeans are the protagonist as well as numerous moments of information will be organized through talks and workshops which will bring personalities of national and international importance to Genoa, who will discuss current issues accessible to a wide public, not only of professionals but above all of jeans lovers and consumers interested in learning about the cultural and international value of this iconic product now projected towards the future.

The event will also include a rich program of public events, in a large edutainment project for citizens and guests, with entertainment that will immerse everyone in the most authentic jeans lifestyle, while also communicating the fundamental values ​​of environmental sustainability.