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In 1978 Renzo Rosso started Diesel with the intention of creating the world’s most innovated denim. Amidst a worldwide oil crisis, during which diesel was considered to be an alternative fuel, Renzo liked the idea of his brand to be known as an alternative jeans brand, in contrast to the prevalent casual wear giants that had come before. Renzo intended to reach the entire world since the brand’s very inception, making the word “diesel,” an international term pronounced equally all over the world, the perfect name for his endeavor.
Since its start, Diesel has used “For Successful Living” as a slogan for the brand’s DNA. Through a long and storied history of strong, ironic and playful campaigns, Diesel has become a leader in advertising as well as in fashion. Where the world zigged, Diesel zagged, and in the 35 years since its founding, the brand still embraces the same ethos.
Diesel has over 5,000 points of sale worldwide with over 400 monobrand stores, 37 of those in the US. Between 1978 and 2012, the company has produced more than 2,000 different washes of denim.

Jeans: when you think of this word, what are the first things that come to mind?

Jeans is a fashion icon that spans generations. Could it also become an icon of the sustainable fashion revolution?

Andrea Rosso – Sustainability Ambassador DIESEL

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Tela Genova, the brand whose history is linked to ancient Italian canvases, today is the voice of an aesthetic that is an authentic expression of a lifestyle, of an urban subculture interpreting a taste that originates in the denim canvas.
Innovation and research are founding assets of Tela Genova, which wisely mixes them with the know-how of artisanal technology, giving life to garments with a defined DNA.
It is a style that draws on the world of workwear and military, making it a recognizable 'brand' worldwide.
Today with Tela Genova, a Made in Italy brand, Vintage and sustainability themes travel on the same track. Archive garments are revived, the circular economy becomes a raison d'être, materials in storage are reused, treatments on jeans are reduced and new organic, recycled and natural fibre fabrics are inserted.
All with a view not only to safeguarding the planet but to telling a story that began 40 years ago and that places research and innovation at the centre.

Jeans: when you think of this word, what are the first things that come to mind?

Jeans is a fashion icon that spans generations. Could it also become an icon of the sustainable fashion revolution?

Cristiano Caucci – Brand Manager Tela Genova

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MUD Jeans is the world's first circular denim brand. The mission of MUD Jeans is to change the polluting fashion industry with fair factories and circular production. No pesticides are used in the production of cotton and all MUD Jeans are recycled after use. The production of one pair of jeans normally requires about 7,000 litres of water, by using recycled and organic cotton, MUD Jeans manages to reduce the use of water by 93%. MUD Jeans is a sustainable denim brand based in the Netherlands. MUD Jeans has been a B Corp since 2015 and ranks Best For The World, meaning that the brand belongs in the 5% best scoring brands in the category environment.

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Roy Roger’s è la storia del primo blue-jeans in denim americano progettato e realizzato in Italia. Eclettico, funzionale, versatile, resistente, pratico e duraturo.
1952. Il sogno americano arriva in Italia con Roy Roger’s. Esattamente settanta anni fa. È l’anno che porta Francesco, fondatore del brand, a stringere una partnership con la Cone Mills Corporation di New York, tra i più grandi fornitori di denim Made in Usa. Francesco, dagli States, prende ispirazione anche per il nome dei suoi blue-jeans. Roy Roger’s è infatti l’identità del sarto americano che alla fine dell’Ottocento realizza le tute da lavoro dei contadini californiani: onore, tradizione e rispetto che ancora oggi contaminano le nuove collezioni.
Oggi i Roy Roger's sono il risultato di una costante ricerca di materiali di altissima qualità e dalla sperimentazione continua di lavaggi innovativi, lavorazione artigianali e tecnologie all'avanguardia. Ma soprattutto, dalla capacità di rielaborare i modelli storici per concepire nuovi modi di indossare e vivere il blue-jeans.

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Blue of a Kind is a high-end Italian fashion studio with focus on SUSTAINABILITY. We work with “everything existing”: we make clothes exclusively from existing garments and leftover textile. Nothing has been made specifically for our products.

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Gilberto Calzolari is a high-end prêt-à-porter brand made in Italy with a “green” heart that believes that elegance and beauty must go hand in hand with respect for our planet. The style of Gilberto Calzolari is represented by a glamorous and timeless design expressed in a refined silhouette of clean lines, exquisite retro details and unexpected combinations. Precious fabrics, complemented by the highest quality in production techniques and tailoring craftsmanship, bear the hallmarks of a brand with a strong identity and code of ethics in tune with the needs of contemporary living, where innovation and environmental sustainability meet the creativity and elegance for which Made in Italy is known around the world, against the prevailing practices of today’s fast fashion.

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With a passion for textiles and a curiosity for nature, GIMMI has chosen to make its garments with what vegetation has to offer, offering you a product that is as sustainable as possible and made entirely in ITALY. We make hemp and cotton jeans imbued with important values such as Eco-sustainability, Durability, History and Craftsmanship, all in one garment.

Jeans: when you think of this word, what are the first things that come to mind?

Jeans is a fashion icon that spans generations. Could it also become an icon of the sustainable fashion revolution?

Francesco Vantin – Gimmijeans

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ZEROBARRACENTO is a gender-neutral emerging outerwear brand focusing on zero-waste product development.
0 means zero waste, less pollution and reduced emissions as well as 0% gender 100 means 100% high quality, Made in Italy, traceability, sustainability and transparency of production
ZEROBARRACENTO does not revolutionize but restructure (re-shape) the values of the textile and fashion industry, freeing itself from seasonal trends and restrictions imposed by age and gender, giving life to a product that can embrace and accompany anyone who chooses it at different stages of their life, adapting to changes in body, style and personality: a uniform of identity, at the same
time armor and protecton.
The brand redefines the production processes and the choices that contribute to the creation of a collection since each element is designed to achieve zero-waste, model typology and commitment reached at 360 degrees, with monofiber products that include cimosas and avoiding accessories that are difficult to disassemble. Quality versus quantity, uniqueness instead of seriality, traceability and transparency instead of closure. Made in Italy is a value choice, it represents the means to be able to trace every step of production, collaborating with excellent suppliers and open to change. ZEROBARRACENTO does not judge but welcomes, does not exclude but includes, does not waste but values. The brand is based on the idea of creating pieces that last and that can be handed down by generations. A timeless aesthetic, a minimal design with artistic and architectural inspirations, constantly changing design pieces in which matter is central, animated by cuts, folds, draperies and destructured shapes.
ZEROBARRACENTO uses only certfied Made in Italy raw materials, giving priority to GRS (Global Recycled Standard) certfied regenerated materials. In addition, the brand has been analyzed in terms of corporate and product responsibility by Cikis and Sustainable Brand Platform.
The ZEROBARRACENTO collections have been at Berlin Fashion Week, Budapest Fashion Week, Milan Fashion Week, Montecarlo Fashion Week and Roma Fashion Week.

Jeans: when you think of this word, what are the first things that come to mind?

Jeans is a fashion icon that spans generations. Could it also become an icon of the sustainable fashion revolution?

Camilla Carrara – Founder e zero-waste designer ZEROBARRACENTO

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Expression of a unique creative research which is able to reveal constantly new itineraries and pristine destinations for contemporary casualwear.
Creativity, innovation and experimentation: these are the coordinates that characterise the research path of which Albiate 1830 is the protagonist par excellence. Thanks to its dynamic and pioneering identity, it is able to reveal new itineraries and pristine destinations for its contemporary casualwear, in a journey of exploration that strengthens the link with emerging fashion trends, without ever losing sight of the exceptional manufacturing tradition that has been the heart and soul of the brand for almost two centuries. An essence that drives the Italian Textile Explorers of Albiate 1830 to design fabrics of unparalleled style and quality. With its casual bases, eccentric prints, original jacquards and denim in a thousand different shades, Albiate 1830 aims to attract a younger target with a soul, confirming itself as the undisputed leader in luxury streetwear. Albiate 1830 much more than a simple it is the expression of a unique creative in which exclusive raw materials, iconic details and experimentation give life to an unexpected and surprising style journey.

Jeans: when you think of this word, what are the first things that come to mind?

Jeans is a fashion icon that spans generations. Could it also become an icon of the sustainable fashion revolution?

Matthias Menegazzo – Textile designer di Albiate 1830

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Cadica's adventure in the production of hangtags and labels started in 1974 in Carpi, one of the historical areas in the textile industry of northern Italy.
Our skills include a variety of experience and an ability to meet customers' needs, interpret their ideas and provide original advice and solutions. These come together to shape Cadica's Brand Identity Solution: consulting, graphic design, production and logistics for a dynamic, quick, flexible service and quality products, in line with market and fashion trends.
Our Mission is to make brands more recognizable by designing innovative and sustainable solutions, investing in care, reliability, creativity, and passion.
Our Vision is to be the primary source of inspiration for our clients and to be their go-to company for creativity, research, quality, and service.

Jeans: when you think of this word, what are the first things that come to mind?

Jeans is a fashion icon that spans generations. Could it also become an icon of the sustainable fashion revolution?

Carlo Parisatto – CMO Cadica Group

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Candiani Denim is an Italian family business founded in 1938, located between Milan and the Alps in a nature reserve, the Ticino Park. Candiani Denim is an internationally renowned denim factory that supplies some of the world's best-known fashion brands, creating the fabrics that have given birth to the premium denim industry. Candiani firmly believes in the importance of Made in Italy, Sustainability, and Innovation values that are deeply woven into every fabric giving it inimitable quality and uniqueness. Candiani's vision for the denim of the future is a product that is both regenerated and regenerative. From the first to the last step, Candiani's goal is to make 100% compostable denim with a positive impact at every stage of its life cycle. Candiani Denim is headquartered in Robecchetto con Induno and has a Development Center in Los Angeles. Candiani Denim has developed and patented COREVA™ the World’s first bio-based, biodegradable, and compostable stretch denim.

Jeans: when you think of this word, what are the first things that come to mind?

Jeans is a fashion icon that spans generations. Could it also become an icon of the sustainable fashion revolution?

Simon Giuliani – Global Marketing Director Candiani S.p.A.

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Fashion has always been about growing more cotton, using more water, spraying more chemicals, and pumping more oil to sell more of the season’s must-haves. Bigger, faster, cheaper and more wasteful. Linear.
CIRCULOSE® makes fashion circular.
It is a new kind of material made by recovering cellulose from worn-out clothes. Brands choose Circulose® to lower their waste, climate, water, microplastics and deforestation material impact.
Circulose® is made from 100% discarded textiles, like that worn-out pair of jeans at the back of your closet. It is a ‘dissolving pulp’ that can be used to make viscose, lyocell, modal, acetate other types of regenerated fibers (also called man-made cellulosic fibers or rayon). These fibers are then spun into yarns, woven or knitted into fabrics and finally cut and sewn into new high-quality textile products.
The only difference with Circulose®-based textiles is that they are made from textile waste instead of new cotton, oil or wood.

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Fashion and Sustainable Chemicals for textile, garments and denim industry.
Officina39’s real heritage is made up of a thirty-year experience dedicate to research and chemical
application in textile. Inspired by Italian artisanal tradition and creativity, our Team combines passion,
innovation, sustainable practices, clean information, transparency and social responsibility.
A state-of-the-art application laboratory makes us the ideal partner in sustainable trends for apparel
industry. We produce and sell selected ranges of chemical specialities, dyestuffs and pigment.
AQUALESS MISSION: A technology to reduce 75% of the water typically used in denim and garment laundry processes, his innovation is evidence of the commitment by Officina+39 to a more sustainable production and planet. It features three products for one innovative process suitable for conventional machines, a waterless compound to give denim abrasion effects and an advanced product to give garments a bleached yet ecofriendly treatment, for a worn and distressed look. Recycrom ™: a patendet dyestuffs range obtained throught a cutting-edge upcycling process that involves textile fibers from used clothing and manufacturing waste for dyeing and printing applications.

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Pure Denim joins forces with Bemberg™ by Asahi Kasei to showcase the next-generation denim at GenovaJeans 2023.
PureDenim mission and vision comes from an entire re-design of the denim production system. It is inspired by circular economy principles that combine technology and innovative materials in order to minimize waste.
Luigi Caccia is the founder with his sister Ilaria of PureDenim, a rib of Italdenim, company specialized in the production of sustainable denim. In the last 10 years he has made the revolution of the denim processes such as Smart Indigo™, Natural Reco™ and Eco Sonic ™ just to name a few. Gigi has more than 35 years of experience as a leader in the denim manufacturing industry, and has earned global recognition as an innovator of textile manufacturing processes. In particular, his insights and contributions have given rise to revolutionary new production techniques like the use of electrochemical cells to create ‘smart dyes’ (www.smartindigo.com), as well as new applications of ultrasound and recycled food waste to generate polysaccharides used in various stages in denim manufacturing.
Gigi’s research and contributions to global sustainability efforts in the textile industry were featured extensively in RiverBlue, a critically acclaimed documentary about the environmental impact of the fashion industry.

Bemberg™ by Asahi Kasei, is a one-of-a-kind, matchless and original new generation material made from the smart-tech transformation of cotton linter pre-consumer material, converted through a traceable and transparent closed loop process. Bemberg™ has the RCS, Oeko-Tex Standard 100 e ISO 14001 certifications. Today an INNOVHUB report confirms that Bemberg™ filaments disintegrate at 100% and that Bemberg™’s very low concentration of hazardous substances complies with the limits specified by the UNI EN 13432. It is a unique and contemporary innovation designed for beautiful fashion every day. Bemberg™ recently achieved the OK Biodegradable Marine certification by TUV Austria. Bemberg™ is cool and sensual with a unique, supple drape. It is antistatic and breathable while its soft versatility makes it perfect for The Modern Wardrobe fashions, athleisure and everyday casual wear. Bemberg™ is the brand name of the regenerated cellulose fiber cupro, produced only by Asahi Kasei. 

Jeans: when you think of this word, what are the first things that come to mind?

Junshu Furusawa – Sales Manager Asahi Kasei Fibers Italia

Ettore Pellegrini – Marketing & Sales Asahi Kasei Fibers Italia

Jeans is a fashion icon that spans generations. Could it also become an icon of the sustainable fashion revolution?

Junshu Furusawa – Sales Manager Asahi Kasei Fibers Italia

Ettore Pellegrini – Marketing & Sales Asahi Kasei Fibers Italia

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Based in Italy, Florence, the cradle of Renaissance, Soko started the business three generation ago providing chemical auxiliaries for the textile industry.
Now Soko is one of the main player creating innovative solutions to satisfy present market demand and does collaborate with brands and designers.
Soko is completely focused on a less impacting approach of chemistry in garment finishing and create all its innovations at their research center with highly specialized technical staff.

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The Lenzing Group stands for ecologically responsible production of specialty fibers made from the renewable raw material wood and strives for the efficient utilization and processing of all raw materials and offers solutions to help redirect the textile sector towards a sustainable industry. As an innovation leader, Lenzing is a partner of global textile manufacturers and drives many new technological developments.

TENCEL™ Lyocell x REFIBRA™ fibers – contribution to circular economy

TENCEL™ Lyocell x REFIBRA™ is one of the sustainable fiber innovations which contributes to circular economy. The pioneering REFIBRA™ technology involves upcycling cotton scraps from garment production. These cotton scraps are transformed into cotton pulp. A substantial proportion (30%) of this is added to wood pulp, and the combined raw material is transformed to produce new virgin TENCEL™ Lyocell fibers to make fabrics and garments. Products made out of TENCEL™ Lyocell x REFIBRA™ fibers unite two innovations: the eco-friendly, closed loop production process of TENCEL™ Lyocell fibers and the upcycling of a substantial proportion of cotton scraps. A special manufacturing system enables TENCEL™ Lyocell × REFIBRA™ fibers to be identified in the final product, even after long textile processing and conversion steps through the value chain. 

Jeans: when you think of this word, what are the first things that come to mind?

Andrea Jicman – Regional Marketing Manager South Europe at Lenzing Group

Carlo Covini – Project Manager Marketing Textiles at Lenzing AG

Jeans is a fashion icon that spans generations. Could it also become an icon of the sustainable fashion revolution?

Carlo Covini – Project Manager Marketing Textiles at Lenzing AG

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OUR LAND, THE VENETO, IS RICH IN HISTORY, ART, AND BEAUTY.


It was the cradle of the Italian textile industry, and today it is the key production center for brands in the fashion system. Since the Seventies, it has reinvented denim and had changed the very way of conceiving jeans.
And since 1981, we Tonello srl, here, have been a reference point for the most important international laundries and dyeing factories, contributing to the “Made In Italy” success around the world.

Jeans: when you think of this word, what are the first things that come to mind?

Jeans is a fashion icon that spans generations. Could it also become an icon of the sustainable fashion revolution?

Alice Tonello – Marketing and R&D at Tonello

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Since the company’s founding in Tokyo in 1934, YKK has continuously set industry standards for quality, service, value, and innovation in the production of zippers, plastic hardware, hook and loop fasteners, webbing tapes, and snap and buttons. With integrated production and supply systems in 72 countries and regions around the world, YKK is positioned to meet the needs of textile and sewing product industries as they increasingly diversify and require shorter product cycles.
Guided by the CYCLE OF GOODNESS® philosophy – no one prospers without rendering benefit to others – YKK aims to contribute to a sustainable society through its products and manufacturing operations and constantly seeks new ways to serve the changing needs of its customers while at the same time investing in its employees and giving back to its communities.

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Welcome to the Jeans Community

and thank you for joining!
We will keep you updated on committee activities and the GenovaJeans event.

For any questions or communication about this you can write to segreteria@genovajeans.it.

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GenovaJeans Team

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