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DIESEL’s denim heritage | A walking in its archive

Jeans from the origins to the mythBehind the seams. How much do you know about your jeans?

Ian Berry’s Opera with Garibaldi: Red Shirts & Blue Jeans“Teli della Passione

ArteJeans, a myth in the wefts of contemporary art

Follow the Via del Jeans...

DIESEL for successfull living | The history of advertisingDIESEL for responsible living | A Journey towardsa sustainable future DIESEL’s replica of the first jeans ever

Showroom Doria & Dojola

InJeansShowroom Alessandra Gallo

Dress with less, used jeans collection

Pigotte by UNICEF

Bollo Jeans

Showroom Avant-Toi -Liapull

Showroom Carnaby Street Vintage

Bottega Storica Pescetto

viadelcampo29r, Shop Genova Jeans and Ghiglino

Bottega Storica Lucarda

SEPTEMBER

MADE IN ITALY

In collaboration with:

within Fiera Smart 365 Project

Supported by: with the contribution of:

Patronage: Technical sponsors:

Audiovisual contents:

Thanks to:

Tickets available at www.genovacitypass.it | Admission to locations with ticket and Green Pass

PROGRAMME SEPTEMBER 2-6, 2021

11.30 A.M.• Presentation of the book “Jeans before Blue Jeans” by Marzia Cataldi Gallo Biblioteca Universitaria Introduced by Simon Giuliani, Candiani Denim

5.00 P.M.• What is the link between women’s empowerment and jeans? Biblioteca Universitaria Panel moderated by Cinzia Malvini, Journalist, with: • Stella Jean, Designer • Antonella Bussi, Journalist • Antonella Mansi, President of the Florence Centre for Italian Fashion • Pina Gandolfi, Journalist

7 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

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4 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

5 P.M.• Closing press conference and report

Biblioteca Universitaria

To follow* (from 7:30 p.m. to 10:00 p.m.)• Gnu Quartet – Piazza del Campo• Street Dance – Truogoli di Santa Brigida

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5 P.M.• Jeans and the circular economy Biblioteca Universitaria Panel moderated by Alberto Candiani, Global Manager Candiani Denim, with: • Hakan Karaosman, University College Dublin • Francesca Romana Rinaldi, SDA Bocconi • Marco Penazzi, QUID fabric development and sourcing • Matteo Ward, Co-Founder, Wråd • David Erba, Co-Founder and CEO of Green Chic • Marco Landi, National President CNA Federmoda • Roberto Cingolani, Minister of Ecological Transition (tbc)

To follow* (from 7:30 p.m. to 10:00 p.m.)• Country Last Train – Piazza del Campo• Naima Academy – Truogoli di Santa Brigida

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5 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 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 Brigida3r

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• “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 visit: Every day, from 10:00 a.m. to 10:00 p.m.

• DIESEL for successfull living. The history of advertising – Via Pré

• DIESEL for responsible living. A journey towards a sustainable future – Via Pré

• DIESEL’s replica of the first jeans ever – Via del Campo

To see:

*Every day Marching Band along The Jeans Street from 6:30 p.m. to 7:30 p.m.Blue Lantern everyday after sunset.

To attend:10.00 A.M.• GenovaJeans 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 journalists

To follow* (from 7:30 p.m. to 10:00 p.m.) • Four guitars – Piazza del Campo • Dj set A. Ansaldo and F. Bacci – Truogoli di Santa Brigida

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Entrance by invitation/press registration, streaming on Youtube GenovaJeans