Annual denim festival GenovaJeans, hosted by the Italian city of Genoa, will begin on October 5.

Via di Prè, which runs more or less parallel to the old harbour, has been renamed Via del Jeans in celebration. Here, the city will stage its Jeans Lab (Laboratorio del Jeans) project in collaboration with partners Milanese denim mill Candiani and fashion brand Diesel, based in Breganze, Vicenza. Made in Italy fashion association CNA Federmoda will exhibit inside at Via di Prè/Via del Jeans 129-131r, with talented jeans making artisans to be found outside.

The city’s cultural institutions, including several museums, the Oratory of St Thomas and University Library, will likewise contribute through their “edutainment” programming.

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