GenovaJeans, the initiative held in Genoa, Italy, from October 5-8, 2023, and dedicated to the new generation of jeans, has set the premises for the creation of a community dedicated to this iconic, revolutionary and highly innovative garment.

30 prominent industry leaders, divided into three categories (heritage, new creatives and production chain) created a unique and inspiring experience in valuable historic venues in the heart of the city. They presented in-group exhibitions, and forged a circular journey from the design to the creation of jeans, from the ingredient to the final outfit, and vice versa.

GenovaJeans, an event held in Genoa, Italy, from October 5-8, 2023, focused on the new generation of jeans and aimed to build a dedicated community.
The event featured 30 industry leaders divided into three categories: heritage brands, new creatives, and the production chain.
These categories showcased the journey from design to the final product.

Heritage brands, exploring the history, evolution and best practices of this iconic garment, were hosted inside the Biblioteca Universitaria and included Blue Blanket Division, Blue Of A Kind, Diesel, IMIJT35020 By Canova, Incotex Blue Division, Mud Jeans, Pepe Jeans, Roy Roger’s, Stefano Chiassai and Tela Genova.

The new creatives, a new generation of designers who have adopted innovative eco-design strategies to create smart jeans, were present inside Edificio Metelino in the Darsena area and included Andrea Grossi, Gilberto Calzolari, Gimmijeans, Jeanne Friot, Marcello Pipitone with Albiate 1830, Ksenia Schnaider, Patine, Regenesi, The Blue Suit with ROICA by Asahi Kasei and Zerobarracento.

The production chain, composed of iconic companies in the supply and value chain, representing the major stages in the production process, were made up of Albiate 1830 – Albini Group, Cadica, Candiani Denim, Circulose, Officina39, Pure Denim with Bemberg By Asahi Kasei, Soko, Tencel, Tonello, YKK Italia and were housed inside the Ex Oratorio di San Tommaso.

The responsible innovation, ethics and transparency adopted by each company taking part in the circular journey of GenovaJeans were explained through a QR code powered by C.L.A.S.S. (Creativity Lifestyle And Sustainable Synergy) that provided information on the garments, their composition, production phases and company values.

Conceived by Manuela Arata, president of the Promotional Committee of GenovaJeans, the event is produced by the Municipality of Genoa, which has entrusted its general curatorship to Anna Orlando. It is promoted with Regione Liguria, is made possibile with the support and collaboration of ITA – Italian Trade Agency, and enjoys the patronage of Camera Nazionale della Moda Italiana, SMI – Sistema Moda Italia, Milano Unica and Piattaforma Sistema Formativo Moda ETS, as well as those of CNA Federmoda, Confartigianato and ENIT – Agenzia Nazionale del Turismo. GenovaJeans has as partners, among others, Genoa Chamber of Commerce, Candiani Denim, Centro Studi Grande Milano, ETT, Sagep, AMIU Genova, Humana People to People, Farmacie Comunali Genovesi and AMT.

Fibre2Fashion News Desk (RKS)