Genoa CFC and Kappa Launch Sustainable RE:GENERATION Jersey Collection

Genoa CFC is making headlines both on and off the pitch, with a new home shirt design that draws from an unconventional muse, and now a sustainability-driven jersey collection in collaboration with Kappa. Together with energy partner Pulsee Luce e Gas, the club has introduced the RE:GENERATION JERSEY project — a capsule that reimagines match-worn kits as one-of-a-kind fashion statements. This crossover between sport, art, and eco-conscious design reflects how football shirts are evolving beyond the stadium.

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The RE:GENERATION Jersey Project

At the heart of the collection is artist and designer Marcello Pipitone. He has taken official Genoa jerseys from the past three seasons and transformed them into a series of unique, one-of-one T-shirts. Through a careful process of deconstruction and reconstruction, each garment is stripped down and rebuilt. Pipitone treats the original shirts as raw material, turning matchday memories into wearable art that moves from the terraces to urban life.

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Upcycling as Creative Expression

The football shirt has long outgrown its role as simple sportswear. It now sits at the intersection of streetwear, art, and fashion — a canvas for identity, belonging, and subcultural energy. RE:GENERATION leans fully into this shift. Instead of producing something entirely new, the collection follows a proven route: upcycling. Jerseys are reassembled into contemporary silhouettes, preserving fragments of colour blocks, club crests, and technical fabrics. The result feels both archival and forward-looking — pieces that carry history while fitting comfortably into modern street culture.

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Artist Marcello Pipitone’s Process

The starting point is simple: three seasons of Genoa match jerseys. But how they are handled 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. Every reworked piece becomes a curated contradiction — familiar yet new, deconstructed yet intact, memory preserved but reimagined.

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

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From Stadium to Streetwear

This is where the collection moves beyond sustainability as a buzzword. The upcycling is not just ecological — it is expressive and culture-first. It sends a message that football shirts are not disposable drops, but living symbols of identity that deserve second, third, and fourth lives. Kappa’s streetwear roots, Genoa’s historic pulse, and Pulsee’s innovation mindset collide in this creative act of regeneration. Milan, Genoa, and Turin form a triangle of Italian energy that anchors the capsule.

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A Deeper Purpose: Charity Auction

Fifteen of the shirts from the run are being auctioned through MatchWornShirt, with a portion of the proceeds going to AFMA Genova APS — an organisation that supports people living with Alzheimer’s and their families. The link is poignant: garments built from memories now help those affected by a condition that threatens them.

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Football Shirts as Cultural Artefacts

At its core, RE:GENERATION reflects the growing movement where football shirts operate as cultural artefacts rather than simple sportswear. Designers, artists, and clubs are increasingly exploring how kits can exist within fashion, sustainability, and social storytelling.

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