Roy Roger’s has been around for a little more then 65 years and is now turning up in curated vintage stores all over Europe. Although the current version of the brand lacks a certain authenticity, there’s no doubt that the vintage pieces from later yeah have that originality and vintage lovers all over Europe are re-discovering and falling in love with this historical Italian brand.
It all started back in 1949 in the town, Campi Bisenzio, on the outskirts of Florence, the cradle of Italian Renaissance. The Second World War just finished and Italy was really struggling to rise up again, but thanks to the inventiveness of a new generation of successful entrepreneurs a new renaissance, an economic one, later styled by the media as “miracolo economico”, was going to take over.
In 1949 Francesco and Mario Bacci, started travelling to North Carolina, USA, to import the finest cotton from Cone Mills Corporation, one of the world leading suppliers of denim fabrics, in order to use it to make more resistant working clothes to sell on the Italian market. There bright idea was to create the very first Italian denim brand, Roy Roger’s. Named after western singer and actor Roy Rogers.
Once they understood that denim, being a very adaptable material, could be successfully employed also in casual-wear other than working-wear, they easily came up with the idea of selling made in Italy blue jeans. In 1952 the first pair of Roy Roger’s hit the stores. Their zipped rear pockets and the black triangle bearing the name of the brand sewn at the bottom of the right rear pocket made them so unique and recognizable in Italy, that Roy Roger’s not only became the most popular jeans in the country but even synonymous with blue jeans for Italians.
In the 60’s and 70‘s, Roy Roger’s denim became a cult item, introducing features that are iconic and found in every pair of Roy Roger’s jeans. In long-lasting partnership with the world’s first denim producers like Cone Mills, Roy Roger’s has preserved a high quality in materials.
After experiencing great public response in the 1970s, a slow, decline followed for Roy Roger's. In recent years they have experienced a new period of popularity as vintage pieces. In 2014 Roy Roger's signed an agreement with Aspesi for the creation of a limited edition capsule collection, Aspesi outerwear for Roy Roger's.