Roy Roger's jeans

Roy Roger's is a pioneering Italian fashion brand primarily known for its high-quality denim. Founded in 1949 by Francesco and Mario Bacci under their company Manifatture 7 Bell, the brand made history in 1952 by producing the first blue jeans ever made in Italy using original American denim. The founders were heavily influenced by American craftsmanship and culture, choosing the name in honor of an American tailor from the late 19th century.

The brand is distinguished by its historical trademarks, such as the black triangular label on the back pocket and functional zippers on the back pockets, originally designed to protect belongings during work. Today, Roy Roger's is owned and operated by the Sevenbell Group and remains a family-run business led by the descendants of its founders. While the brand has expanded into a 'total look' lifestyle collection including shirts, jackets, and accessories, its manufacturing heart remains in Campi Bisenzio near Florence, where it continues to emphasize traditional Italian tailoring alongside technical innovation.