About Roy Roger’s

The Italian company Sevenbell has a rich history as they started in 1949 as the first blue jeans company in Italy. One of the major brands 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, becoming the brand’s recognisable trademarks as: zippers on back pockets, to keep the pocket money safe at work, a coin pocket on the front, and the brand logo, characterised by the black triangular label on the right back pocket.

The collections of Roy Roger’s contains total looks for men, women and children. The Roy Roger’s collections are inspired with details from the huge historical brand archive and blending it with contemporary trends. All the collections are proudly made in Italy and can be found internationally at selected retailers, online and in Italy in its flagship stores in Florence, Forte dei Marmi and Milan.

The new Roy Roger’s Fall Winter 2017 – 2018 campaign 

For the shoot of the new Fall Winter ’17 collection Roy Roger’s used the Jane Hotel in West Village, New York. This remarkable location provides the backdrop for the new campaign, shot by Francesco Carrozzini under the creative direction of Guido Biondi (creative director of Roy Roger’s). The campaign focuses on the theme of a youthful, contemporary and never structured elegance.

The location is historic with furnishings from days gone by, now stands out for being a trendy meeting place. These elements are also included in the new Roy Roger’s collection which are a perfect balance between concepts that belong to the past and the future.

“In a way it is like our style, we are a historic brand but always very attentive to maintaining a youthful appeal”, explains Guido Biondi. “Jane is an old building built in 1908 as a home for sailors and has a distinctly vintage look but, at the same time, it is a rendezvous point for the nightlife of the youngsters of New York. It is a place where an undeniable retro style and ‘second-hand’ appearance succeeds in merging with the energy of a cosmopolitan young generation.”

The new Roy Roger’s campaign is backed by a video filmed by Reza Farahani & Sebastiano Tomada.

Credits of the campaign: Creative Direction: Guido Biondi, Photographer: Francesco Carrozzini, Production: Bang Bang Studio, Stylist:   Benjamin Sturgill, Woman Model: Megan Williams, Male Model: Daniel Lonnstrom, Glam: Bank & Location: The Jane Hotel New York.

The Roy Roger’s Fall Winter ’17 – ’18 lookbook

Read more about Roy Roger’s in the interview with creative director Guido Biondi in ‘Meet the Person’ here.

Explore the new Roy Roger’s collection: www.royrogers.it

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.