GenovaJeans - Celebrating the Legacy and Future of Jeans in Genoa
GenovaJeans is a vibrant event in Genoa celebrating the history and future of jeans through art, fashion, and sustainability initiatives. This event aims to rewrite the true story of jeans' ancient origins while emphasizing sustainability in the production of fabrics. GenovaJeans will feature conferences, exhibitions, and activities for a diverse audience, highlighting Genoa's role in the global fashion industry.
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Invented here. Kick-off event October 3, 2020 Promoted by: In partnership with:
Histor y Genoa produced the first cotton fabrics in the twelfth century dying them with indigo (which was already in use since 1040). Since the XVth century the city produced beautiful and resistant fabrics, which conquered the European market. The Genoese moleskin - appreciated in England for its good quality-price ratio - takes the name "Jean" (or "jeans", "jeanes") from the City of origin. In the mid-1800s, "blue jeans" became popular in the USA as a work garment, but since the 1960s, Italians once again turned jeans into a fashionable garment.
Heritage Fourteen huge sheets of linen and cotton dyed with indigo are painted in white in 1540 by Teramo Piaggio and collaborators to involve the faithful in the mysteries of the Passion of Christ. These magnificent paintings retrace all the stages of religious drama inspired by the engravings of D rer and Raphael. Exhibited at the Diocesan Museum, we can fully consider them ancestors of "jeans".
What In May 2021 Genoa will celebrate jeans through art, fashion, music, cinema, with a rich program of conferences dedicated to sustainability and b2b and b2c exhibition initiatives spread throughout the territory, capable of involving a varied audience, from baby boomers to gamers, passing through millennials. GenovaJeans will be a great lively, fun and captivating event, aimed at enhancing the role of Genoa and Italy in the birth and development of the most popular garment in the world, an icon of Pop culture. Specific focus will be dedicated to sustainability in the production of fabrics, aimed at improving producers performances and attracting consumers towards environmental responsibility.
Purposes A multifaceted event with two main objectives: We rewrite the true story of jeans starting from their ancient origins. We plan their future with care to sustainability: Genoa wants to offer Companies a platform where they can present and design best practices, directing consumers towards responsible choices. We generate a new appealingItalian event standing out in the international scene.
Sustainability Sustainability and Quality Overproduction (25 B clothings destroyed every year) poisons the Planet Solutions are needed to reduce environmental impact Targeting the real circularity Italy is leader in R&D of raw materials and technologies for sustainable fashion The race to lower prices made consumers lose capacity to appreciate quality, innovation and sustainability, favouring low cost retailers instead of brands taking care of products GenovaJeans is a platform where consumers are made aware of those values, making them appreciate stylistic and quality research towards sustainable clothings produced by selected brands Jeans were invented in Genova and they come back home with a new future, respecting all conditions needed to be relevant from 2020 onwards
The City Genoa Renaissance The Genoa Municipality is fully committed to: Creating the Jeans Street by regenerating the alleys where it was historically used and marketed: via Pr , via del Campo celebrated by De Andr and via San Luca, through the installation of new commercial and artisanhip activities Establish over time the "Jeans Museum", a multipurpose route with diffused exhibition areas and archive (starting from the artistic treasures already present in the city), workshops and recreational spaces Enrich the educational offer in the textiles and fashion sector with a historical - and at the same time modern - vocation
Kick off Saturday, October 3, 2020 Entrepreneurs, opinion makers, investors, press and experts are invited to the launch of the project, by: Guided tour of the future Jeans Street from MUMA to Diocesan Museum Preview at Villa Croce - as part of the Blue Autumn of Genoa (from 29/9/20 to 17/1/21) and as a side event of the International Boat Show - of the works collected through the ArteJeans project, generously donated by important Italian artists Charity dress code Jeans event organized by the Ambassadors of Genoa in the World and the St. George's Club in London, in collaboration with Fondazione Francesca Rava Onlus Presentation of the Project and Press Conference
Program October 3, 2020 10:00 am - Galata Museo del Mare Welcome coffee e meet up with Pietro Piciocchi, Vice Mayor, Paola Bordilli, Deputy for Commerce and Events, Nicoletta Viziano PresidenteMUMA eandManuela Arata, Art Director 17:30 -pm Magazzini dell Abbondanza, Blue Hub Presentation and press conference with Marco Bucci, Mayor ofi Genova Manuela Arata, Art Director GenovaJeans Paola Bordilli, Deputy forCommerce and Main Events Simonetta Cenci, Deputy for Urtban Planning Laura Gaggero, Deputy for Tourism and Strategic Marketing President of Liguria Region 10:30 am- Walk through the Jeans Street Via Pr , Via del Campo, Via San Luca. Monica Bruzzone Diocesan Museum Passion Sheets, Marzia Cataldi Gallo 12:30 pm - Villa Croce Museum for Contemporary Arts Charity Lunch Dress Code Jeans and guided tours to the Artejeans preview Francesca Centurione, St. George s Club Ursula Casamonti, TornabuoniArt London Blu Autumn, Anna Orlando, curator Awards to the Artists, Barbara Grosso, Deputy for Culture Charity auction withMaria Vittoria Rava, Fondazione Rava With floor to entrepreneurs, opinion leaders, investors and experts Q&A 20:00 pm Piazza delle Feste, Porto Antico Dinner dress code Blu By the Ocean Race and Yacht Club Italiano
Preview of Artejeansinside the Blu Autumn at Villa Croce Contemporary Art Museum September 29, 2019 to January 17, 2020 Alberto BIASI, Henrick BLOMQVIST, Enzo CACCIOLA, Pierluigi CALIGNANO, Roberto CODA ZABETTA, Francesca Centurione Boschieri St. George s Club Londoni Maurizio DONZELLI, Ettore FAVINI, GOLDIECHIARI, Riccardo GUARNERI, Emilio ISGRO ,Ugo LA PIETRA, Marco Ursula Casamonti, TornabuoniArt LODOLA e Giovanna FRA, Carolina MAZZOLARI, Ugo NESPOLO, London Giovanni OZZOLA, Gioni David PARRA, Francesca PASQUALI, Pino PINELLI, Fabrizio PLESSI, Gianni POLITI, Laura RENNA, Scientific Committee: Ilaria Bignardi Marta SPAGNOLI, Serena VESTRUCCI, Gianfranco ZAPPETTINI Luciano Caprile Donate their works to the City for the future Jeans Museum Laura Garbarino In partnership with: St. George s Club London, Tornabuoni Art London, Candiani denim
Come On board GenovaJeans will be a bottom up event, its program will be shared with Companies, Experts, Opinion Makers and Institutions We want to share ideas, making Companies protagonist and design together the program of the first 2021 Event. Come and launch ideas, be the founders of this new event which we want to become the platform for Jeans Innovation and Made in Italy. The High Tech trend of the City and international connections, make Genova the ideal location!
First Movers Manuela Arata, Advisor to the Mayor for Innovation and Technology Marzia Cataldi Gallo, Historian of fabrics and traditions Francesco Doria Lamba, Doria&Dojola Emilio Jacopino, IEntrepreneur Enrico Montolivo, Giglio Bagnara Cristiano Palozzi, Art Director and producer Davide Pantile, ETT Spa Maria Stella Rollandi, Historian of Economy, Genova University Carlo Silva, Clickutility Vincenzo Spera, Duemila Grandi Eventi Enrico Testino, Consultant, Events organisation
