Scattered Museum of Jeans

The upcoming "scattered Museum" dedicated to Jeans, the first in Italy, is not a traditional Museum with a specific location, but rather involves multiple parts of the city in a variety of ways. The project originates from the annual event GenovaJeans organized by the Municipality of Genoa, the first edition of which is scheduled for September 2-6, 2021.

A "Via del Jeans" is being created, an itinerary combining tourism, commerce and culture aimed at encouraging visitors to discover some of the streets of the historic centre - via Pré, via del Campo and via San Luca - where this fabric was produced and has been used since ancient times.  The “Museum” is a mixture of exhibitions, temporary shops, fashion shows, entertainment, conferences and events organized with the manufacturers of this iconic product, which is used in clothes suitable for all ages, GenovaJeans will become the leading Italian event dedicated to sustainable innovation in the sector, introducing consumers to a world combining the quality and respect for the environment that characterises Made in Italy jeans.

Thanks to this, the "Museum" of Jeans will be a means to discover the multifaceted nature of this material, from the magnificent Passion Scenes preserved in the Diocesan Museum to the 24 works by contemporary Italian artists donated in 2020 to the Civic Collections and exhibited at the Autumn Blue exhibition at Villa Croce.