Genoa CFC & Kappa Embrace Sustainability With Latest Collection

At the centre of Genoa’s RE:GENERATION JERSEY project is artist and designer Marcello Pipitone, who has reworked official Genoa jerseys from the last three seasons into a run of unique, one-of-one T-shirts. Through a process of deconstruction and reconstruction, Pipitone transforms garments loaded with matchday memories into statement design pieces, shifting them from stadium staples to urban style artefacts.

Over the years the football shirt has evolved beyond its traditional function as performance wear. It now occupies a unique space within streetwear, art and fashion, becoming a canvas that communicates identity, belonging and subcultural energy. With RE:GENERATION, Genoa and Kappa lean fully into that shift.

Rather than creating something entirely new, the collection heads down a route that we’ve seen before: upcycling. Jerseys are reassembled into contemporary silhouettes, preserving fragments of colour blocks, crests and technical fabrics. The result is a set of pieces that feel both archival and forward-looking — garments that carry history while existing comfortably within modern street culture.

The starting point is simple: three seasons of Genoa CFC match jerseys. But the treatment is anything but. Pipitone slices into shirts that hold years of chants, nerves, sweat and devotion, approaching each panel like a frame of lived experience. So each reworked piece becomes a curated contradiction: both familiar and new, deconstructed yet intact, memory preserved but reimagined.

For Pipitone, the shirt itself is a vessel for memory. “A jersey is not just a sporting object, but an emotional archive,” he explains. “I treated each piece as a fragment of memory – deconstructing it, recomposing it and transforming it into something new without erasing its identity.”

This is where the collection transcends sustainability as a buzzword. The upcycling isn’t just ecological, it’s expressive. Culture‑first. A way of saying that football shirts aren’t disposable drops, but living symbols of identity that deserve second, third and fourth lives.

Kappa’s streetwear DNA, Genoa’s historic pulse, and Pulsee’s innovation mindset collide in this creative act of regeneration, with Milan, Genoa and Turin forming a triangle of Italian energy that anchors the capsule.

Fifteen shirts from the run are being auctioned via MatchWornShirt, with a portion of proceeds supporting AFMA Genova APS — a group dedicated to assisting people living with Alzheimer’s and their families. It’s a poignant link: garments built from memories now helping those affected by a condition that threatens them.

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