Jeans have always been the hero of fashion history: an iconic garment part of every lifestyle and
collective imagery. Looking back to its roots, weaved in the city of Genoa, nowadays jeans means
value: creativity, technology and responsible production. GenovaJeans is a project that aims to
cultivate and convey multiple and cross-cultural ideals dedicated to the next generation jeans,
with a perspective of responsible innovation and transformation, in the name of sustainability.