A series of jerseys created by young Milanese designer and artist Marcello Pipitone serves as an emotional and contemporary archive of the bond between Kappa and Genoa
A football shirt is not simply a piece of technical fabric. It carries colors, support, chants, rain, defeats, promotions, and miles traveled. RE:GENERATION JERSEY was born precisely from the idea of conceptually — and then practically — bringing together all the facets contained in a collection of football shirts.
Marcello Pipitone makes it clear: a shirt is not just a sports item, it is “an emotional archive.” That is where his process begins. Each individual jersey was treated as a fragment of a collective memory — Genoa’s collective memory. Cut, deconstructed, and reassembled, yet never stripped of its identity. Upcycling therefore becomes more than a sustainable choice: it means recognizing the value of the lived experience already embedded in those colors, those patches, and those worn logos.
The Genoa shirts, belonging to Italy’s oldest club, carry a particularly significant symbolic weight. They represent “centuries-old tradition,” as the club’s General Manager, Flavio Ricciardella, points out. Subjecting them to an act of artistic reinterpretation is not merely a stylistic gesture, but a way of engaging with that heritage while updating it within the contemporary fashion landscape.
Together with Pulsee Luce e Gas, Genoa CFC and Kappa chose to start again from their shared archive and turn it into something new. The result is a capsule collection of 15 unique T-shirts, created by reusing official Genoa shirts from the past three seasons: a gesture that is as cultural as it is sustainable, taking something that has already generated passion and a sense of belonging and giving it a new life.
Fifteen creations that move away from the pitch of the Luigi Ferraris Stadium and closer to the heart of the city of Genoa, having been auctioned on the international platform MatchWornShirt, with all proceeds going to AFMA Genova APS, an association that supports people living with Alzheimer’s and their families by promoting information, awareness, and research. A powerful symbolic circuit: using fragments of shirts — pieces of personal and collective memory — to support those who face every day a disease that strikes at the very ability to remember.
