- Free return
our soul.
We make blue jeans. This is what we do since 1952, when Francesco Bacci and his wife Giuliana made their first Roy Roger's using American denim.
It was the first time in Italy.
We were also the first to produce a jeans collection for women, a pretty subversive idea if we think that it was the 1950s and that blue jeans were only considered work trousers at the time.
This attitude to change and the attention to the world around us are still pivotal to the spirit of Sevenbell, which started as a small family-run factory and is now present all over the world.
your story.
Today, Roy Roger's Jeans are the result of a constant search for top quality materials - our denim comes from the States, Europe and Japan - and ongoing experimentation with innovative washes, craftsmanship and cutting-edge technology. But most importantly, most of our success comes from the ability to rework historical models to conceive new ways of wearing and experiencing blue jeans.
Historically worn as a work garment, Jeans have become a cult, a true style icon over the years. And today they are also claimed to be highly representative of a wearer's personality.
That's why we keep experimenting. And that's why, even today, we make tailor-made garments: we firmly believe that our Roy Roger's belong to those who can relate to our story and want to tell their own.
the difference.
How to recognize an original pair of Roy Roger's? Well, to start with, they all feature the black triangle on the back pocket, which has always been our signature detail.
But also the zips on the back pockets, the idea dating back to the 1950s and patented by the brand designed to protect personal belongings while at work.
Not to mention the front "pocket money", designed to always have change at hand.
A true Roy Roger's is recognized especially for the quality of the raw material and the craftsmanship: because each of our garments is unique and unrepeatable, just like the wearer.
depends on what you choose
to do today.
When we address quality we are not just referring to the choice of excellent raw materials and innovative processes. We believe that quality also depends on the way a product is made.
Therefore, on the one hand we are proud of our Italian craftsmanship, on the other we are constantly striving to reduce our environmental impact and enrich the collections with models made with organic or recycled cottons.
And we have chosen to use eco-sustainable and recyclable packaging.
We have set the highest energy saving standards for our production site, for we are convinced that every small choice is crucial to building a better world.
Roy Roger's started as a "family" business and that's what it still is today. Three generations with the same dream as their grandfather Francesco carry on the intuition of Fulvio Biondi, who, in the early 2000s, gave a new lease of life to the brand with the idea that "There is no future if you don't have a real story". Indeed, only with continuous research and an attitude to change can we face the future, but without ever forgetting our past.
1952 Attracted by denim - the innovative American fabric unique in its color and durability - Francesco Bacci moves to New York and signs an agreement with Cone Mills Corporation, the temple of American denim production, establishing a partnership that is still in place today.
Roy Roger's is born and it makes the first American denim blue jeans Made in Italy. A little curiosity: Roy Roger's was the name of an American tailor who, at the end of the 19th century, made work overalls for Californian peasants. Francesco Bacci was struck by his story and chose to use this name for his brand, in honor of the American tradition which fascinated him so much. The fabric is stiff, difficult to sew, so much so that the couple decides to use machines for leather processing to be able to make their first pair of jeans. The first trousers are hard to the touch, but already feature some details that still identify Roy Roger's today: the zips on the back pockets (for which a patent was registered in the 1950s), and the famous "pocket money".
1960/70 Roy Roger's is legend: domestic washing makes jeans textures softer and this workwear garment is reinterpreted for everyday wear. Jeans are now more resistant and have become a hallmark of new generations. An iconic apparel symbolizing a breaking point with formal clothing, representing self-determination and independence from the social models of previous generations.
1965 Roy Roger's launches the first blue jeans collection for women: a revolutionary idea for its time, which changes the market perspective: blue jeans are no longer just work trousers but become a full-fledged casual garment.
The new headquarters are inaugurated a few kilometers away from the historic company premises.
The new building is an example of cutting-edge architecture from both a sustainable and technological perspective: the new building, spread over an area of 7500 square meters, is equipped with wind turbines designed by Philippe Starck, photovoltaic installations and wastewater recovery systems. An important step towards reducing environmental impact and a concrete investment with a view to corporate eco-sustainability. In the same years, the first Roy Roger's flagship store was opened in Florence, the birthplace of the brand, followed by new openings in Milan, Bologna and Forte dei Marmi.
The company enters the global market by investing in infrastructure and communication: the e-commerce platform is launched and a communication strategy is implemented: the brand takes on an international flavor, with a glamorous and contemporary touch. The goal is reached also thanks to the collaboration with great fashion photographers, such as Francesco Carrozzini, who shot the 2017 collection, and Rankin, who shot the autumn-winter 2018 collection.
