Many cities and countries claim jeans as their invention, but since 2021 the Italian city of Genoa has thrown a whole festival to remind the world of the nation’s indigo heritage.
GenovaJeans takes place Oct. 5-8, offering a 360-degree cultural program built around the port city’s status as a jeans pioneer. Beyond being the home of indigo-dyed linen artwork from the 1500s and 18th-century statues dressed in blue jeans, Genoa will transform its historic medieval city center into an open-air networking space for denim professionals, students and consumers alike.
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“It makes sense for us to invest in something with a very strong identity. The birth of jeans in Genoa is a milestone of historical value,” said Anna Orlando, GenovaJeans chief curator.
The public event uses history as a springboard to promote innovation and sustainability. “GenovaJeans’ commitment is to promote the culture, art and educational aspect of next-generation jeans, enhancing the whole system through collective art-like exhibitions of heritage brands, new creatives and supply chain companies,” Orlando said.
The event program includes guided city and artisan shop tours, fashion shows, denim-themed art exhibitions, film screenings, workshops and, of course, apertivo. There will be opportunities for visitors to donate textiles, take part in denim photo shoots, and hear from designers, sustainability experts and denim veterans in a series of talks.
The Jeans Lab, conceived by Manuela Arata, president of the GenovaJeans promotional committee, will bring denim production to the city center. In collaboration with CNA Federmoda, Candiani Denim and Diesel, the lab aims to support the training of new jean makers. “Our goal is to highlight the value of the resources and competencies of the area,” Orlando said.
Making the event a success required all hands on deck. GenovaJeans is a project by the Municipality of Genoa, promoted with Regione Liguria, with support from the eponymous Promoting Committee, whose members include the Municipality of Genoa, the Genoa Chamber of Commerce and ETT. GenovaJeans is supported by ITA–Italian Trade Agency and developed in collaboration with CNA Federmoda and Confartigiato Liguria. The initiative boasts the patronage of Camera Nazionale della Moda Italiana, SMI – Sistema Moda Italia and Milano Unica.
“We believe that the strength lies in sharing values and knowledge with passion,” Orlando said.
