Salute to traditional Italian denim craftsmanship and replicate the world's oldest denim fabric

Recently, the most ancient denim fabric recorded in history has returned to Genoa, the birthplace of jeans, paying tribute to traditional Italian denim craftsmanship.

The origin of jeans can be traced back to 1760 to 1780, when local villagers and workers in Genoa began to use jeans as daily clothing, with common colors including indigo, brown, and white. In a sculpture of a local by Italian sculptor Pasquale Navone (1746-1791), the man is wearing jeans that are woven in a diagonal 2/1 weave, with every 2 strands of blue cotton yarn corresponding to 1 strand of white linen yarn, which is highly similar to modern jeans. This statue representing the oldest surviving jeans in history is currently housed in the Giannetti Loxoro Art Museum in Genoa.

Using Italian handmade fabrics and exquisite craftsmanship, we have replicated the fabrics and clothing that were introduced over three hundred years ago. This replica series will be exhibited at the Genova denim fashion exhibition in Italy, which will last until September 6th, recreating the timeless classic design of Italian jeans. Among them, the fabrics and clothing were identified by art, textile, and fashion historian Marzia Cataldi Gallo to ensure the accuracy and completeness of the Danning replica.

The first Genova denim clothing exhibition was held in Genoa, Italy from September 2 to September 6, 2021. The exhibition showcased the history, evolution, and innovative journey of jeans through different forms of presentation, emphasizing the fashion concept of sustainable development; In addition, it also creates a series of immersive sensory experiences. Among them, the exhibition starts from multiple dimensions and levels, focusing not only on the collection archives of jeans, but also sharing the brand's unremitting efforts in product and production for environmental sustainability, as well as how to use jeans to promote the dissemination and development of the world's advertising industry.

By replicating this action, we will implement the # Responsibility Dare to Take Responsibility # plan and continuously enhance the sustainability of our brand culture, business practices, and development footprint. By participating in the Genova denim fashion exhibition, we further express the brand's firm determination to continue promoting sustainable denim development.

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