A new global jeans trade show GenovaJeans – from September 2-6 – will launch in Genoa, Italy by Candiani, Diesel and Eco-Age to demonstrate the future of denim with an emphasis on sustainability.
GenovaJeans will bring to life the “evolution, and innovation of jeans” in an experiential showcase with a series of immersive experiences. One of the highlights will include the Artejeans exhibition, containing 36 jeans canvas works donated to the city by internationally famous Italian artists to establish an International Jeans Museum.
Diesel – a leading Italian jeans brand – will showcase pieces from its private collection, along with the Genoa’s historical Via Pre’, which will be renamed for the occasion as La Via del Jeans and will feature interactive and performance lead installations.
Denim producer Candiani will curate an immersive experience stressing the harm caused by unsustainable production and present solutions to protect the environment and the future of the industry, including its latest Coreva technology, the world’s first compostable stretch denim.
Alberto Candiani, Global Manager of Candiani, said in a statement: “We are honored and eager to contribute to the rediscovery of the Italian roots of our beloved jeans. 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 our planet,” Candiani added.
Genoa Mayor Marco Bucci said, “Here is an extraordinary way to recover one’s origins by enhancing the history, identity, culture of Genoa, combining these characteristics with the regeneration of a part of our historic center. The GenovaJeans project is all this and more: an international idea that is attracting the attention of the industry and that, we are sure, in September will unleash the inspiration of the Genoese and catapult onlookers 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,” Bucci added.
Eco-Age, sustainability consultancy and owner of The Green Carpet Fashion Awards brandmark will lead the event concept and delivery of GenovaJeans, working with production company Pulse, who will debut a movie called ‘Jeans-The Genoa-R-Evolution’ with performer Jack Savoretti.