The journey begins in the spaces of the Biblioteca Universitaria, which houses the story of the Genoese origins of jeans and their evolution over the centuries with historical exhibits and multimedia stations. The Biblioteca Universitaria is also home to conferences, the infopoint and the ticket office. Walking down Via di Prè, you come across the shop windows in which Diesel displays its vision of the future of jeans. The journey continues to the exhibition “Behind the seams. Quanto credi di sapere del tuo jeans?” located in the Mercato Comunale in Piazza dello Statuto where an interactive exhibition has been set up, displaying the environmental impact of jeans production and new sustainable solutions. The tour continues to the Museo del Risorgimento, where in addition to the Garibaldini jeans, you can find the work donated by the famous British jeans artist Ian Berry “Ritratto di Giuseppe Garibaldi”, paying homage to the hero of Two Worlds. In the underpass of Palazzo Ducale there is the exhibition “DIESEL’s denim heritage. A walking in its archive” dedicated to legendary and iconic pieces from the company’s private archive. A key stop along the way is the Diocesan Museum, which houses the “Teli della Passione”, recognised today as the ancestors of jeans. To conclude the itinerary, the Metelino building hosts “ArteJeans, un mito nelle trame dell’Arte contemporanea”, an exhibition displaying 36 works donated to the city by contemporary international artists, in view of the future Jeans Museum.
Lantern in blue for GenovaJeans: at sunset Genoa’s symbolic monument lights up in blue to underline the social and identity value of our cultural heritage.
During the five days of the event, there will be conferences, animations and shows, which you will find in the calendar day by day.
Entrance to the indoor locations is only allowed with ticket and Green Pass.
Free entrance to the conferences by reservation (limited places) or streaming.
From September 2nd to 6th it will be possible to buy tickets both online and at the ticket office of the Biblioteca Universitaria in via Balbi 40, open every day from 10:00 a.m. to 10:00 p.m. (the box office closes at 9:30 p.m.).
TO VISIT
Every day, from 10:00 a.m. to 10:00 p.m.
- “Jeans from the origins to the myth”
Biblioteca Universitaria, Via Balbi 40 - Behind the seams. How much do you know about your jeans?
Mercato Comunale, Piazza dello Statuto - Ian Berry’s Opera with Garibaldi: Camicie Rosse & Blue Jeans
Museo del Risorgimento, Via Lomellini 11 - DIESEL’s denim heritage. A walking in its archive
Palazzo Ducale, Sottoporticato - “Teli della Passione”
Museo Diocesano, Via Tommaso Reggio 20r - “ArteJeans, a myth in the wefts of contemporary art”
Edificio Metelino, Via Marino Boccanegra 15
TO SEE
- DIESEL for successfull living | The history of advertising
Via di Prè - DIESEL for responsible living | A Journey towards a sustainable future
Via di Prè - DIESEL’s replica of the first jeans ever
Via del Campo
Programme days
2ND SEPTEMBER
10:00 A.M.
- Genova Jeans Press Conference
Biblioteca Universitaria
- Video projection “Jeans-The Genoa-R-Evolution”.
Speeches by:
Marco Bucci – Mayor of Genoa
Giovanni Toti – President of the Liguria Region
Carlo Maria Ferro – President of ICE
Manuela Arata – President of GenovaJeans
Alberto Candiani – Global Manager, Candiani Denim
Andrea Rosso – Diesel Sustainability Ambassador
Ursula Casamonti – President of ArteJeans
-
Q&A with journalistsEntrance by invitation/press registration, streaming on Youtube GenovaJeans
- Four guitars – Piazza del Campo
- Dj set A. Ansaldo and F. Bacci – Truogoli di Santa Brigida
*Every day Marching Band along The Jeans Street from 6:30 p.m. to 7:30 p.m.
*Blue Lantern every day after sunset.
3RD SEPTEMBER
5:00 P.M.
- What does it take to make a pair of jeans?
Biblioteca Universitaria
Panel moderated by Nicola Giuggioli, President of Eco-Age with:
Simon Giuliani – Global Marketing Director, Candiani Denim
Andrea Rosso – Diesel Sustainability Ambassador
Patrizia Bacci Biondi – President Roy Roger’s
Chicco Barina – Designer Black Studio
Alice Tonello – CEO Tonello
To join the conference book for free here (subject to availability)
Or watch the event on live stream
To follow* (from 7:30 p.m. to 10:00 p.m.)
- The voice and music of Babboleo Live – Piazza del Campo
- Street Dance – Truogoli di Santa Brigida
*Every day Marching Band along The Jeans Street from 6:30 p.m. to 7:30 p.m.
*Blue Lantern every day after sunset.
4TH SEPTEMBER
11:30 A.M.
- Presentation of the book “Jeans before Blue Jeans“ by Marzia Cataldi Gallo
Biblioteca Università
Introduced by Simon Giuliani, Candiani Denim
To join the conference book for free here (subject to availability)
Or watch the event on live stream
5:00 P.M.
- What is the link between women’s empowerment and jeans?
Biblioteca Universitaria
Panel moderated by Silvia Poli, journalist and writer, with:
Stella Jean, Designer
Antonella Bussi, Journalist
Antonella Mansi, President of the Florence Centre for Italian Fashion Pina Gandolfi, Entrepreneur and Fashion Director
To join the conference book for free here (subject to availability)
Or watch the event on live stream
7:00 P.M.
- Presentation of the book “Quel blu di Genova” by Michele Mozzati.
Truogoli di Santa Brigida (with Bar Caffè Librìdo)
Introduced by Manuela Arata
To follow* (from 7:30 p.m. to 10:00 p.m.)
- Zena Swingers – Piazza del Campo
- Genova Parkour – Truogoli di Santa Brigida
*Every day Marching Band along The Jeans Street from 6:30 p.m. to 7:30 p.m.
*Blue Lantern every day after sunset.
5TH SEPTEMBER
5:00 P.M.
-
Jeans and the circular economy
Biblioteca Universitaria
Panel moderated by Alberto Candiani, Global Manager
Candiani Denim, with:
To join the conference book for free here (subject to availability)
Or watch the event on live stream
To follow* (from 7:30 p.m. to 10:00 p.m.)
- Country Last Train– Piazza del Campo
- Naima Academy – Truogoli di Santa Brigida
*Every day Marching Band along The Jeans Street from 6:30 p.m. to 7:30 p.m.
*Blue Lantern every day after sunset.
6TH SEPTEMBER
4:00 P.M.
- Jeans: music, protest, hope, energy and a great future after a legendary past. From The Wild One to Black Lives Matter
Biblioteca Universitaria
Conference performance by Renato Tortarolo, directed and produced by Gabriele Sanlazzaro
To join the conference book for free here (subject to availability)
Or watch the event on live stream
5:00 P.M.
- “Let’s go crazy…” – Closing press conference and report
Biblioteca Universitaria
Closing press conference
Watch the event on live stream
To follow* (from 7:30 p.m. to 10:00 p.m.)
- Gnu Quartet– Piazza del Campo
- Street Dance – Truogoli di Santa Brigida
*Every day Marching Band along The Jeans Street from 6:30 p.m. to 7:30 p.m.
*Blue Lantern every day after sunset.