There’s a new destination show for denim.

Blue de Genes, a new consumer/trade show dedicated to denim, will take place from June 4-6 in Genoa.

“The trade fair is open to the entire public, but is also supposed to be an order platform for retailers,” said Donata Zaccaria, president of Skyline, the organizer and designer of the fair, at today’s press conference in Milan where the concept of Blue de Genes was unveiled.

“Big players such as Diesel, Meltin’ Pot, Levi’s and Cheap Monday, as well as treatment companies such as Martelli, will take part in this event,” added Lapo Elkann, who, with his creative firm Independent Ideas, has been entrusted with the creative direction and communication strategy of the show.

Offering various cultural, music and art events, the fair aims to illustrate the heritage and status quo of denim. At trade show stands and catwalk shows, established brands to newcomers and the market’s biggest players (the list of exhibitors will be determined by the end of November) will also debut their FW 09-10 styles. Marta Vincenzi, mayor of Genoa, is hopeful of the show’s success, suggesting that the show could be repeated next year.