Roy Roger’s, the renowned Italian denim brand, recently marked its 70th anniversary in a spectacular fashion at Pitti Uomo. The grand celebrations commenced with a lavish dinner and party at the magnificent Hall of the Five Hundred in Florence’s Palazzo Vecchio. This iconic venue served as the perfect backdrop to honor the brand’s illustrious history. The highlight of the evening was the premiere of a film directed by the esteemed photographer Bruce Weber.
The brand had already generated buzz at Pitti Uomo by winning the prestigious Pitti Uomo Immagine prize for this edition. During the event, Roy Roger’s also unveiled its special anniversary collection. This special collection showcased around 30 iconic pieces from the brand’s archives dating back to the 1950s. These classic designs were reimagined and brought to the market to coincide with the brand’s 70th anniversary celebrations.
Roy Roger’s story began in the post-war period when Francesco Bacci returned to Italy from New York with yards of blue denim fabric purchased from Cone Mills, a leading denim manufacturer at the time. In 1952, he and his wife Giuliana established their own brand, naming it after a tailor from California – Roy Roger’s.
The brand quickly achieved success, and by the 1970s, the family-owned business, Manifatture 7 Bell, which owns Roy Roger’s, was producing up to 25,000 pieces per day. Today, the company is led by the third generation of the Biondi family. Guido Biondi serves as the creative director, Niccolò Biondi is the general manager, and their mother, Patrizia Biondi, the daughter of the founders, serves as the president. The brand’s headquarters are located just outside Florence in Campi Bisenzio.
Roy Roger’s has successfully positioned itself as a prominent made-in-Italy brand in the mid to high-end segment. Although denim remains a significant part of their product range, accounting for 50% of sales, the brand has expanded into other categories, including knitwear. Apart from product diversification, Roy Roger’s has also focused on enhancing its brand awareness. Collaborations with notable brands like Aspesi, Vilebrequin, and Sebago, along with partnerships with renowned photographers, have contributed to elevating the brand’s profile. Furthermore, the brand has made a significant impact through its active presence on social media.
While Roy Roger’s has made strides in expanding internationally over the past decade, its primary market remains Italy, which accounts for 90% of its sales. However, the brand has witnessed a surge in e-commerce sales since 2014, with a four-fold increase noted since 2018. Roy Roger’s products are sold through its four company-owned stores and approximately 900 multi-brand retailers.
In terms of financial performance, the brand aims to achieve sales of approximately 25 million euros in 2022, compared to 20.5 million euros in 2021. This projected growth signifies the brand’s strong market position and ongoing commitment to producing quality craftsmanship and timeless designs.
Ultimately, the 70th anniversary celebrations of Roy Roger’s at Pitti Uomo were a testament to the brand’s enduring appeal and success. With a rich history, a strong emphasis on Italian craftsmanship, and a commitment to innovation, Roy Roger’s is poised to continue leaving an indelible mark in the fashion industry for years to come.
Useful links (if applicable):
1. Official Roy Roger’s Website
2. Roy Roger’s Instagram Page
