A shipment of blue-dyed cotton fabric used for the waterfront worker’s clothes, left the docks of Genoa to reach the US at the end of the 1800s. The shipment was ordered to produce the pants and suits for gold finders, as it was perfect in terms of comfort and resistance. But its real success came when two weavers started commercializing the Genoese fabric by producing jeans (a word deriving from the city’s name).
A true symbol of Americana, of the casual look, of young fashion as well as the following century’s protests was in reality born in the harbor of the regional capital of Liguria.
To enter the historic shop Lucarda means to breathe the legend of the sailor-style, long before somebody called it “jeans”.
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