About Roy Roger’s

The Italian company Sevenbell has a rich history as they started in 1949 as the first European blue jeans company. One of the major labels from the Sevenbell company is the Roy Roger’s jeans brand. The name of Roy Roger’s has always been associated with denim, and their original models introduced features that never changed over the years. One of most recognisable brand trademarks are: zippers on the back pockets, to keep the pocket money safe at work, a coin pocket on the front, and the Roy Roger’s brand logo, characterised by the black triangular label on the right back pocket.

Roy Roger’s Made to Measure event

Roy Roger’s organised a ‘Made to Measure Trunk Show’ event. As Roy Roger’s is always doing something different than others in the industry it was now time for a new unique chapter. For the first time outsitde of Italy they organised a special store event at their retailer Elton in Hoorn called ‘Made to Measure Trunk Show’. Elton is a high-end men’s fashion store with Italian roots. Their store collection contains a perfect mix with quality made Italian brands which has a connection with style, creativity, culture, art and tradition from the very respected and popular country.

The Roy Roger’s ‘Made to Measure Trunk Show’ gave the visitors the opportunity to create their ultimate pair of blue jeans. You could select your favorite model, fabric, trims as buttons, rivets and patch, etc. to make your jeans you have always dreamed of. The store event was three days long to celebrate the partnership between Roy Roger’s and Elton.


Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.