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GenovaJeans to demonstrate future of the denim industry


To be launched in Genoa, Italy by Candiani, Diesel and Eco-Age, global jeans trade show GenovaJeans will demonstrate the future of denim with an emphasis on sustainability. GenovaJeans will be held from September 2 to 6, 2021. The fair will bring to life the evolution, and innovation of jeans in an experiential showcase with a series of immersive experiences. One of the highlights will be the Artejeans exhibition, containing 36 jeans canvas works donated to the city by internationally famous Italian artists to establish an International Jeans Museum.

Leading Italian jeans brand Diesel will showcase pieces from its private collection, along with the Genoa’s historical Via Pre’, which will be renamed for the occasion as La Via del Jeans and will feature interactive and performance lead installations.

Denim producer Candiani will curate an immersive experience stressing the harm caused by unsustainable production and present solutions to protect the environment and the future of the industry, including its latest Coreva technology, the world’s first compostable stretch denim.

Eco-Age, sustainability consultancy and owner of The Green Carpet Fashion Awards brandmark will lead the event concept and delivery of GenovaJeans, working with production company Pulse, who will debut a movie called ‘Jeans-The Genoa-R-Evolution’ with performer Jack Savoretti.


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