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New Denim Store: Roy Rogers Florence

Italian denim brand Roy Rogers has been going for just three seasons but already is a popular name in the Italian casualwear market in Italy and Europe.

However, the brand has much deeper roots; it has been resurrected from its original inception in the 50s. In 1947 a manufacturing company called 7 Bell was the first to make blue jeans in Italy. They started a relationship with Cone Mills Corporation around this time and came up with an iconic triangular label, a detail that has been resurrected in today’s line.

Roy Rogers explores its mid-century heritage and produces jeans, jerseys, knits, and wovens for the casualwear market. The brand has gained recognition over the last year since we first wrote about them after attending the F/W 12 Bread & Butter show.

Last week they opened their first flagship in their native Florence. Judging by the images posted on Longjohn.nl, the store looks great, so go take a look if you’re there for the Pitti show in January!

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