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Denim Industry Prepares for In-Person Events in Europe

In-person industry events are coming back in Europe next week with a special focus on education.

Munich Fabric Start Exhibitions GmbH will welcome the global textile and denim industries next week when it hosts Bluezone Aug. 31-Sept.1 and Munich Fabric Start Aug. 31-Sept.2.

Showcasing approximately 1,000 collections across 430,000-square-feet of “Covid-19 compliant” exhibiting space at the MOC Munich and the newly designed Zenith area, “visitors are invited to be inspired, meet long-term partners and finally experience materials live again in their diversity and depth.”

Health and safety will be a priority at the event—the first since February 2020. With specialist staff and in close coordination with Messe München and the authorities, the organizers have developed a hygiene concept that meets the official requirements and even goes a few steps further.

“As organizers, we have literally turned every stone in order to create a safe, creative environment for the industry for efficient work and inspiration under the new conditions,” said Sebastian Klinder, Munich Fabric Start managing director.

Visitors are required to wear an FFP2 mask on the entire exhibition grounds, which will be provided free of charge. All attendees will also need to pass through “screening stations” at the front of the exhibition halls. A valid Covid-19 test, a recovered certificate or a vaccination certificate recognized in Germany must be available. However, the show urges all guests to become familiar with the travel and safety information of their respective country to and from Germany.

In addition to meeting with vendors, visitors will have access to newly designed areas dedicated to sustainability as well as an event program that will cover hot topics on circularity, denim trends and the future of textile innovation. The ReSource x Sustainable Innovations forum will offer an interactive platform with in-depth information and specific application options for sourcing futuristic textiles.

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Denim and trims exhibitors at Bluezone include Advance Denim, Berto, Bossa, Calik, Dorlet, Kipas, Orta, P.G. Denim, Prosperity, Tejidos Royo and more. There, Tencel’s Carved in Blue blog will honor the best in denim videos spanning categories related to education and design at the first-ever Blue Lenz Denim Video Awards.

“Bluezone at Munich Fabric Start provides a wonderful venue and opportunity to finally meet in person to celebrate the resilience and transformation of the global denim industry,” said Tricia Carey, director of global business development—denim, Lenzing.


Education and fashion will co-mingle in the first-ever GenovaJeans, a five-day consumer-facing event that underscores Genoa, Italy’s history in denim. From Sept. 2-6, the event program will include conferences that will explore topical themes related to the history jeans, its relationship with sustainability and the link with great social changes and female empowerment.

Along with a denim exhibition at the Biblioteca Universitaria, Diesel will present a replica of the first jean ever made in the atrium of Palazzo Cattaneo Adorno in Via del Campo and a peak into Diesel’s private archive with a special exhibition dedicated to the brand’s iconic pieces. Candiani Denim will host an interactive exhibition that will highlight the impact the production of jeans has on the environment and will provide new sustainable solutions.

As part of the event, GenovaJeans announced the debut of “Jeans – The Genoa -R- Evolution,” a film produced by Pulse Films Italia and Laura Borgio. The film is described as a “modern and bold musical documentary that looks back at the history of this iconic garment to recognize its revolutionary transformation and its undeniable connection with the city of Genoa.”

Visitors can purchase a one-day pass for 8 euros ($9.40) or a five-day pass for 15 euros ($16). Conferences are free by reservation.

“We are proud to introduce, right here where jeans were born, sustainable innovations that allow us to clean up the industry and to keep wearing the iconic blue jeans without hurting the environment,” said Alberto Candiani, owner of Candiani Denim. “Jeans have invaded the world starting from Genoa’s port and today, once again, we want to export the new generation of jeans to all those who care about them and about our planet.”