Roy Rogers: How an Italian Brand conquered the world of Denim
From an artisan workshop to an international Denim icon: Roy Rogers' journey through over 70 years of history
History of the Roy Rogers Brand
When it comes to high-quality denim and casual fashion in Italy, one name has stood out for over seventy years: Roy Rogers. Born in an industrial and artisanal context, that of post-war Tuscany, this brand quickly became synonymous with quality, innovation and Italian authenticity, earning a place of honor in the history of fashion and in the hearts of jeanswear enthusiasts.
Founded in 1949 in Campi Bisenzio, near Prato, by the Bacci family, Manifatture 7 Bell S.p.A., the company that owns the Roy Rogers brand, immediately placed quality and attention to detail as its fundamental pillars. Francesco Bacci, a visionary and determined founder, realized very early on that the future of casual fashion would be dominated by denim, a sturdy and versatile material, until then closely linked to work environments and little considered by the fashion world.
The turning point for Roy Rogers occurred in the 1950s, when the Bacci family went to the United States with the aim of importing authentic American denim to Italy. This is where the collaboration with Cone Mills Corporation, a historic company famous for the production of high-quality denim fabrics, began. Thanks to this collaboration, Roy Rogers was the first Italian brand to produce jeans using authentic American denim, radically transforming the perception of jeans in Italy: from a simple work garment it became a fashionable, desirable and innovative item.
The creation of the first Made in Italy jeans took place in 1952: the Roy Rogers n°1 model. These iconic jeans immediately stood out for some details that over time became the symbol of the brand itself: the zips on the back pockets and the famous black triangle sewn on the right back pocket, distinctive elements that still clearly identify Roy Rogers jeans.
The 1960s and 1970s were the golden age for the brand, which became a true status symbol, desired by young people and adults alike thanks to its unique, modern and superior quality style. Roy Rogers perfectly combines the American roots of denim with typical Italian taste and style, creating clothing that expresses freedom and authenticity. It is no coincidence that in these years the brand became a point of reference for celebrities and musicians, confirming its popularity at a national and international level.
Starting in the 1980s, however, the denim market began to transform rapidly, with the arrival of numerous international brands offering low-cost and lower-quality jeans. Roy Rogers, faithful to its philosophy of excellence, consciously chose to maintain the high quality of its production, resisting the pressures of the low-cost market. This choice initially led to a reduction in market share, but at the same time strengthened the brand's reputation as a symbol of excellence and authenticity.
In the 1990s and 2000s, the brand went through a period of renewal, led by the Biondi family, who succeeded the Baccis in managing the company, and who repositioned Roy Rogers in the medium-high segment of the international denim market. New production technologies, innovative fabrics and collections are introduced to meet the needs of a clientele increasingly attentive to design, sustainability and the quality of materials. Roy Rogers denim evolves, while maintaining its original distinctive elements.
During the 2000s and 2010s, Roy Rogers approached the market with a renewed awareness of the challenges posed by sustainability and innovation. The company introduced important green initiatives, such as the use of organic denim, eco-sustainable treatments and reduction of water waste in the production phases. These measures allowed the brand to remain faithful to its values ​​of quality and social responsibility, conquering an audience increasingly attentive to environmental issues.
Today Roy Rogers, while maintaining its historic headquarters near Florence, has successfully opened up to international markets, offering not only jeans, but also complete collections of casual clothing and accessories. The brand has managed to create a well-defined identity, appreciated in Italy and abroad, positioning itself as synonymous with quality, authentic style and constant innovation.