Roy Rogers, one of the first Italian-born jeans brands founded over 70 years ago, is focused on offering some new projects like Selvedge Bar, that aims to strengthen its presence in the authentic premium denim segment, while targeting the younger and street-minded clientele with Amish, a newly acquired street-meets-fashion jeans brand.
This new project is meant to celebrate authentic denim in its purest and most exclusive expression, while hyping on a sustainable approach.
Among fabrics used for this capsule there are also denims by Vidalia Mills, the US company that bought the 75-cm-wide weaving machines that Cone Denim used before dismissing its last US White Oak Denim division producing historical Made in The US selvedge denims. Roy Rogers is the first European jeans brand to use this special, and the only Made in The US denim.
This exclusive Selvedge Bar collection offers five-pockets only but starting from October 2023 it will also include a Western shirt in selvedge chambray and a denim jacket. Along with that, almost every month, it will release some additional carefully selected products completing this special selection, like vests and other authentic pieces, always in premium selvedge denim.
“We chose to offer this carefully crafted selection of Made in Italy products manufactured in Abruzzo region by specialised artisanal laboratories that already worked for Roy Rogers for my grandfather, the founder of our company. We chose them as we wanted to guarantee the same high-quality level and care of past jeans products,” explained Guido Biondi, creative director, Roy Rogers.
“Each item will be completed by essential accessories like a laser engraved leather back patch and a special packaging reminding of old vintage denim pieces of the past.”
The items will be sold at prices ranging between €240, for a “regular” selvedge jeans, to €320 for a vegetal indigo denim.
They will be exclusively available via e-commerce through a dedicated direct website in order to keep this offer selected to expert customers, and with the aim to guarantee prices that are relatively lower when compared with similar products sold through other channels involving intermediaries.
“We preferred to stop it as that product was too elaborate, it carried too many details and did not reflect our own identity. We prefer now to opt for clean, essential and carefully made in Italy jeans focused on sound quality and authenticity,” he added.
Betting on the younger clientele
Another new project that Roy Roger’s has been facing on since a few seasons, is the jeans brand Amish, a highly profitable price-quality jeans ratio aimed at a younger clientele than Roy Rogers.
“We had bought this brand in 2020 by its founders, two young entrepreneurs from Verona,” explained Biondi. “We liked it as it draws its inspiration from a world between streetwear and fashion, and we will present a complete offer starting from f/w 2024/2025 to Italian and, for instance, French clients,” explained Biondi.
Roy Rogers was founded in 1952 and belongs to Manifatture 7Bell. The company will close the 2023 year registering a €30 million turnover, growing from the €26 million of 2022. The company is selling through 800 doors, 90% of whose are in Italy, including fur flagship stores in Florence, Forte Dei Marmi, Bologna and Padua, while the remaining multibrand ones are in Japan and The US.
From f/w 2024/2024 it will also start approaching a new market, France, specifically through Amish.