Fashion
GenovaJeans, Italy: Pioneering Responsible Innovation
GenovaJeans, a groundbreaking initiative held in Genoa, Italy, from October 5-8, 2023, dedicated to the next generation of jeans, has laid the foundation for a community centered around this iconic, revolutionary, and highly innovative garment.
Featuring 30 influential leaders in the industry categorized into heritage, new creatives, and the production chain, the event unfolded in historic venues within the heart of the city. These leaders orchestrated in-group exhibitions, creating a cohesive journey from the design to the production of jeans, emphasizing the entire lifecycle from raw materials to the finished outfit and vice versa.
The heritage category, delving into the history, evolution, and best practices of this iconic garment, was showcased at the Biblioteca Universitaria. Participants 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 generation of designers adopting innovative eco-design strategies to craft intelligent jeans, were featured at Edificio Metelino in the Darsena area. This group comprised 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.
Representing major stages in the production process, the production chain category, which included Albiate 1830 - Albini Group, Cadica, Candiani Denim, Circulose, Officina39, Pure Denim with Bemberg By Asahi Kasei, Soko, Tencel, Tonello, YKK Italia, was housed inside the Ex Oratorio di San Tommaso.
The responsible innovation, ethics, and transparency embraced by each participating company were elucidated through QR codes powered by C.L.A.S.S. (Creativity Lifestyle And Sustainable Synergy). These codes provided comprehensive 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, curated by Anna Orlando. It is promoted with Regione Liguria, supported and collaborated with 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 CNA Federmoda, Confartigianato, and ENIT - Agenzia Nazionale del Turismo. GenovaJeans has partners including Genoa Chamber of Commerce, Candiani Denim, Centro Studi Grande Milano, ETT, Sagep, AMIU Genova, Humana People to People, Farmacie Comunali Genovesi, and AMT.
