Today, we are introducing you to a real denim icon in Italy. Roy Roger’s has been around for 65 years and is widely known in Europe. They are about to enter the US market now as well, and we Denimologists will be telling you all about Roy Roger’s here in our “stories.” So, stay tuned!
ABOUT – THE STORY
Sevenbell Group, founded in Florence in 1949, is the first Italian blue jeans manufacturer. Since 1952, the group has also produced denim under the name of Roy Roger’s. In the 60’s and 70‘s, Roy Roger’s denim became a cult item, introducing features that today are iconic and found in every pair of Roy Roger’s jeans. In a long-lasting partnership with the world’s first denim producer, Cone Mills, Roy Roger’s has preserved a high quality in raw materials, exclusively coming from USA, Japan and Europe. Keeping all collections strictly hand-made in Italy, the brand combines the flavors of the past with innovative techniques of today and steps into the future, following its maxim: “There can be no future without an authentic history.”
ABOUT – TODAY
Roy Roger’s is an Italian fashion brand serving a total look for men, women and children. Going from a time when the name was strongly associated with denim, the brand today presents a forward-looking collection, focusing on quality and Made in Italy products. True to its history of iconic jeans, Roy Roger’s stays close to the core business, offering a large selection of denim and made-to-measure jeans: an exclusive service offered in every Roy Roger’s flagship store. Over the coming months, Roy Roger’s is expanding in Italy as well as internationally, adding cities such as Milan, Moscow, St Petersburg, Shanghai and Hong Kong to the already established list of flagship stores located in Florence, Forte dei Marmi, Naples and Rome.
You can check out the Roy Roger’s collections here.