In May 2021 Genoa will celebrate jeans through art, fashion, music, cinema, with a rich program of conferences dedicated to sustainability and b2b and b2c exhibition initiatives spread throughout the territory, capable of involving a varied audience, from baby boomers to gamers, passing through millennials.

GenovaJeans will be a great lively, fun and captivating event, aimed at enhancing the role of Genoa and Italy in the birth and development of the most popular garment in the world, an icon of Pop culture.

Specific focus will be dedicated to sustainability in the production of fabrics, aimed at improving producers’ performances and attracting consumers towards environmental responsibility.


A multifaceted event with two main objectives:
We rewrite the true story of jeans starting from their ancient origins.

We plan their future with care to sustainability: Genoa wants to offer Companies a platform where they can present and design best practices, directing consumers towards responsible choices.

We generate a new appealing Italian event standing out in the international scene.