New Fair Genoa Jeans to Launch in September
JEANS FAIR: The city of Genoa, Italy, is announcing today the launch of a new annual international fair called Genoa Jeans, running Sept. 2-6, with a focus on sustainability.
Diesel and denim manufacturer Candiani are founding partners of the project and sustainability consultancy Eco-Age will lead the event concept and execution.
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.
Diesel will showcase pieces from its private archives on the city’s storied Via Pre’, renamed for the occasion as La Via del Jeans, which will be enriched by interactive and performance lead installations.
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.
In compliance with European regulatory mandates, the Coreva fabric underwent several testing phases to assess its six-month biodegradability, that it is not releasing harmful compounds in the ground and that it is even fertilizing the soil, a very recent accomplishment. In 2019, the textile maker gained the patent for this technology.
