The GenovaJeans initiative, held in Genoa from October 5 to 8, celebrated the new generation of jeans and set the premises for the creation of a community dedicated to this iconic, revolutionary, and highly innovative garment.
30 prominent industry leaders, divided into three categories (heritage, new creatives, and production chain), created a unique and inspiring experience in valuable historic venues in the heart of the city. Presented in-group exhibitions, they forged a circular journey from the design to the creation of jeans, from the ingredient to the final outfit, and vice versa.
Heritage brands
Heritage brands, exploring the history, evolution, and best practices of this iconic garment, were hosted inside the Biblioteca Universitaria and included:
Blue Blanket Division
Blue Of A Kind
Diesel etc
Here is a closer look at some of the heritage brands featured at GenovaJeans:
Blue Blanket Division
Blue Blanket Jeans is a brand that draws from vintage-inspired garments to create collections considered contemporary in terms of style and sustainability. One of their claims is #BEST UNWASHED, proposing RAW garments that, through the genuine and natural wear and frequent use, tell the story of the owner who wears them, thus fulfilling two major requirements expressed by designer Antonio Di Battista: genuine and natural wear and a moral commitment to environmental impact, making them sustainable.
Blue Of A Kind
Blue of a Kind is meant to be not just a fashion company, rather a community built around an idea.
Diesel
The Diesel items presented at GenovaJeans this year belong to a new generation denim collection that promotes circularity: Diesel Rehab Denim.
