They have passed 70 years old, yet the American myth hovers in the Campi Bisenzio company, just outside Florence, as if it were the first day. The one in which Francesco Bacci and his wife Giuliana, in 1952, they made their first Roy Roger’s. It was the first American denim blue jeans made in Italy.
Everything about that head recalled the new continent. The famous blue canvas – originally born for overalls -, the style, the attitude and then that name, Roy Roger’s, homage to the figure of the American tailor who at the end of the 19th century traveled with his gig to California to sew dungarees for the farmers. An American dream cultivated in Italy, whose success, which was not long in coming, it is now fed by successive generations, who firmly guard the value of tradition by combining it with current stylistic and production needs.
The meticulous research of the highest quality materials, the continuous experimentation of innovative washes, craftsmanship and cutting-edge technologies season the recipe of the perfect Roy Roger’s, the one easily recognizable by the black triangle on the back pocket and zippers on the back pockets to protect personal effects during work, which has always been a signature of the brand.
Seventy years of history, of life, of passions told by a pair of jeans that today does not fail to wink at environmental urgencies thanks to the creation of models made with organic or recycled cottons, combined with eco-sustainable packaging and recyclable as well as energy-saving production methods.
Conscious choices, which certainly do not affect the style of the brand that this year, seven decades after its birth, on the occasion of Pitti, presents the special SS23 men’s collection that tells the evolution of the brand through the reproduction of 5 iconic jeans belonging to five reference vintages: 1952, 1960, 1970, 1980 and 1990. To complete the looks, t-shirts, shirts, jackets and accessories that reinforce the imagination of those years with details, colors and materials typical of the time .
But not only. On the occasion of this important anniversary, on June 14th, the mini movie was screened at Palazzo Vecchio in Florence ROY ROGER’S 70th Anniversary, edited by the photographer Bruce Weber. Four minutes of intensity of images, sounds, nature, passions. Which have always moved the company.
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Source: Vanity Fair
