Roy Roger’s Rugged Heritage Menswear Collection

Roy Roger’s Rugged


With recovered material from the archives, Italian brand Roy Roger’s presents a vintage-inspired heritage menswear collection.

The Rugged Collection features a unique eye for details like the raw selvedge denim, contrast stitchings and vegetable-tanned labels, and firmly grounds its roots in the historic archives of the company, celebrating the collective imagination of the American world of the 40’s and 50’s. The Rugged collection is an alternative to the regular menswear line, yet staying close to the roots of the brand, offering quality denim and hand-made in Italy pieces.

Drawing inspiration from the vintage world, the Roy Roger’s Rugged collection is a trip through American imagery: from hotrods and bikes, to raw denim and washed chambrays. Each piece of the collection recalls the authentic spirit of the enduring freedom of the road. To bestow a modern twist with a vintage tradition, Roy Roger’s Rugged chose models Jimmy Q, a pro skateboarder and tattoo artist, and Ricki Hall, who has been nominated from Esquire Weekly “The man with the most influential haircut in Britain”.

Roy Roger’s Rugged

The evocative B&W photo-shoot is by photographer Luca Campri.

Sevenbell Group, founded in Florence in 1949, is the first Italian blue jeans manufacturer. Since 1952, the group has also produced denim under the name of Roy Roger’s. In the 60’s and 70‘s, Roy Roger’s denim became a cult item, introducing features that today are iconic and found in every pair of Roy Roger’s jeans. In a long-lasting partnership with the world’s first denim producer, Cone Mills, Roy Roger’s has preserved a high quality in raw materials, exclusively coming from USA, Japan and Europe. Keeping all collections strictly hand-made in Italy, the brand combines the flavours of the past with innovative techniques of today and steps into the future, following its maxim: “There can be no future without an authentic history”


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