“There is no future unless you have a real history” Fulvio Biondi
SS13 Man Campaign
Setting: Tuscany, 1949/nowadays
Main character: Manifatture 7 Bell, the first manufacturing firm of blue jeans in Italy
Plot: Roy Roger’s pioneered the production and introduction of denim products in Italy. After the death of the former CEO Fulvio Biondi his two sons are refreshing the brand with a strategy that leverages the heritage of the company. The Rugged vintage collection is inspired by the American world of the 40-50’ and the historic archives of the company. It is based on the search of the “new vintage”, with pieces tastefully updated for modern times. And so is the Surf Heritage capsule collection, inspired by the look and attitude of surfers during the 50/60’s. The newly opened mono brand store in Florence aims to become a selling point of rare vintage jeans and a research hub for lovers of the jeans history. Roy Rogers recently introduced the first-ever tailor-made jeans service, working with original 1960 Singer sewing machines. Gem: Orders will be delivered to clients in a vintage Rolls-Royce!
SS 2013 Surf Heritage Capsule Collection
Photos via Pinterest and Valet.