New Fair GenovaJeans to Launch in September

JEANS FAIR: The city of Genoa, Italy, is announcing today the launch of a new annual international fair called GenovaJeans, running Sept. 2 to 6, with a focus on sustainability.

In addition to mapping out the history and evolution of jeans, this first edition in Genoa will stage the ArteJeans exhibition, which will include 36 works in denim canvas donated to the city by globally renowned Italian contemporary artists ahead of the establishment of the International Jeans Museum.

Candiani will curate an immersive experience highlighting the damage caused by unsustainable production, and present solutions to protect the environment, such as its latest Coreva technology, the first biodegradable stretch denim. The establishment of the fair in this city has a special meaning as it is commonly believed that the word jeans might have originated from the mispronunciation of Genoa’s name. In the 16th century, cotton was shipped from the port city and around the world in boxes labeled with the name of the place of origin.

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