The close relationship between Genoa, art and jeans is rooted in ancient tradition. Our Story begins in the 16th century with the magnificent “Teli della Passione” housed in the Museo Diocesano, continues through the nativity’s figurines dressed in denim of the 1700s of the Maragliano school, and arrives in 2021 with 36 works donated to the city by the best Italian artists through the ArteJeans project by Ursula Casamonti and Francesca Centurione Boschieri. 

These beautiful works, which share the memory and the future of a symbolic fabric of Genoese pride, will be housed in the site of the Jeans Museum at Metelino, a historic port building overlooking what will be The Jeans Street.

Via di Pré, Via del Campo and Via San Luca: a path where, in ancient times, jeans were produced, marketed and used, is once again blue coloured.

Always timeless, worn by everyone and symbolising freedom and social change, jeans are now proposed as a starting point for re-imagining the relationship between an iconic clothing item and the languages and artistic expressions that have been inspired by its success. For this reason Genoa will be home to a unique international museum, thanks to the cooperation with Candiani Denim and Martinelli Luci.  

 The Metelino building (connecting the Darsena, where jeans were stored before being loaded into the holds of ships, and the historical centre will host the contemporary art section, the new first nucleus of the future widespread Jeans Museum.

 The Museum of Jeans will grow from year to year, edition to edition, with new contributions and donations that will be hosted in different locations along The Jeans Street.