Genoa, the world capital of jeans, to which it originated by imprinting a brand that has lasted over the centuries.
And it does so looking to the future, to sustainable and environmentally friendly innovation.
Genova Jeans is a global event that consecrates Genoa as the historic home of jeans.
"
Via del Jeans was born
, like Carnaby street in London, on the Via Prè, Via del Campo and Via San Luca axis, where we want to attract traders, entrepreneurs and artisans to make it a tourist and cultural hub for this production".
Manuela Arata, president of the promoting committee of
'Genova Jeans'
, thus explains the spirit of the event that, from 2 to 6 September, animates some points of Genoa to promote quality Made in Italy in the medieval historic center where jeans have been produced, marketed and used since the 1200s.
The streets, where there will be themed shop windows, but also unpublished or little-known spaces, from the University Library, in front of Stazione Principe, to the Mercato dello Statuto, which connects Via Prè to Via Gramsci, with an installation curated by Candiani Denim, at top floor of the Metelino, the nineteenth-century complex a few steps from the Galata Museo del mare, where the 'Artejeans' exhibition is set up. To this are added other more famous locations, but unprecedented from the point of view of the fabric,like the Museum of the Risorgimento with
Garibaldi's jeans
, the porch of the Doge's Palace, which will house the
Diesel archives
, at the diocesan museum, which will display the 'cloths of passion'. An exhibition itinerary but also a moment of cultural confrontation on the theme of jeans, through conferences and meetings.
Always timeless, dressed by everyone and promoter of freedom and social change, today jeans are proposed as a starting point for re-imagining the relationship between a garment that has made an era and the languages, the artistic expressions that from the success of jeans drew inspiration. For this reason Genoa will be the home of a unique museum at an international level, thanks also to the collaboration with Candiani Denim and Martinelli Luci. The Metelino building (symbolic connection between the Darsena, where jeans was stored before being loaded in the holds of ships, and the historic center) will host the contemporary art section, the new
first nucleus of the future widespread Museum of Jeans
.
The Jeans Museum will grow from year to year, from edition to edition, with new contributions and donations that will be hosted in different locations in a widespread manner along the Via del Jeans.
"Genoa, with this operation - continues Arata - is a candidate to become the world forum for good practices in the production of jeans fabric, from sustainability in production to the circular economy, but also in the analysis of working conditions and the push given to the 'female empowerment ".