Fashion, sustainability, art and edutainment will animate the first edition of Genova Jeans Week to be held in Genoa, Italy, from October 1 to 6, 2024.
After hosting two editions of the past Genova Jeans event, this new format and initiative conceived by the City of Genoa will take its legacy and transform it into a new event that will involve the city with more workshops, conferences, exhibitions, art installations and a jeans party.
The protagonist of the initiative will be denim, the popular fabric that, based on numerous historical records, is thought to have originated in the Ligurian city.
The new format developed by Manuela Arata, now chair of the event's advisory board, extends the duration of the initiative to multiple days by involving new locations in the historic center and a wider calendar of events and partners.
“It will be a week full of events and entertainment, but also of in-depth study on the origins of jeans, its historical link with our city from where this garment, today declined in so many ways, loved by young people and not only , was born,” explained Deputy Mayor Pietro Piciocchi.
Genova Jeans Week conference
“It will also be an opportunity for businesses in the supply chain to compare notes with many events that will also cover the world of handicrafts, textiles and fashion, a sector in which Genoa also wants to carve out a role, as well as an opportunity for urban and social revitalization and regeneration,” Piciocchi added.
The Genova Jeans Week will be hosted by a calendar of more than 50 events focused on music, art, fashion and crafts under the common thread of recycling and reuse of textile materials.
Locations will be spread within the historic center, along the “Jeans trail,” on the axis of Via Pré-via del Campo-via S. Luca to reach Campetto, via Scurreria to the Diocesan Museum.
The JeanLab on Via Pré will organize various workshops during the week with artisans who will teach how to apply jeans in various situations.
The Darsena area will be the central location hosting a Jeans Village. In addition, the city will come alive with exhibitions and art installations inside the Palazzi dei Rolli, in the streets, in industrial spaces, in the Art Nouveau halls of the University Library and in city museums.
The Customs and Monopolies Agency will welcome companies and entrepreneurs from the fashion and textile industry to discuss the activity of the supply chain from cotton and indigo to produce denim garments in a sustainable, creative and innovative way.
At the headquarters of the Customs and Monopolies Agency they will set up the exhibition “The Jeans Backstage. Beyond your blue-jeans” created in collaboration with selected companies, start-ups and young designers to tell the public about all the work behind those pants that each of us wears.
On the artistic side, a new Arte Jeans exhibition will be hosted by the Diocesan Museum and will feature works by contemporary artists made with Candiani Denim fabric.
Accompanying the event is also a competition that will involve retailers to create window displays inspired by the theme “Jeans is Forever”, a topic meant to raise awareness of responsible consumption and reuse of jeans due to the special strength of denim fabric.
Also, part of the program will be evening events and the Jeans Party to be held on Saturday, October 5, at the Darsena area. The evening will offer edutainment and music on the theme of recycling and reuse of materials. Protagonists of the evening will be some special denim garments made in with the collaboration with Humana People to People.
Special testimonial of the first Genoa Jeans Week will be Italian singer and songwriter Roberto Vecchioni.
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