Roy Roger's is a historic Italian brand, famous for being the first manufacturer of blue jeans in Italy . Founded in 1952 in Florence by the Sevenbell group, the brand represents the meeting of the rugged tradition of American denim and the refinement of Italian tailoring.

Roy Roger's identity is defined by unmistakable technical and stylistic details that have remained unchanged over time: the zips on the back pockets (originally introduced to protect documents while working), the front pocket for loose change ("money pocket") and the iconic black leather triangle sewn on the right pocket.

Beyond its archival value, the brand now positions itself in the premium denim segment. The collections combine high-quality materials, such as selvedge canvases and Japanese denim, with vintage washes and contemporary cuts, offering a total look that celebrates robust and timeless authenticity.