WTI Magazine #24    2014 Apr, 04
Author : Nadiah Ahmad Shukri for poisondrops.com      Translation by:

Denim Made in Italy
Way back in the Fifties, 1952 to be precise, Roy Roger's mixed a working class staple with dolce vita chic. Francesco Bacci, founder of the Sevenbell group that owns Roy Roger's amongst other brands, set out to the United States to consolidate a partnership with Cone Mills Corporation that still stands today, bringing denim to a whole new level. So what makes the first pair of jeans Made in Italy so special?

All it takes is a signature zipper pocket to protect contents, that tiny fifth pocket that jeans have become unimaginable without and a stylish new aesthetic to prove that sometimes the saying "Italians do it better" is true. The coarse jute bales imported from Sevenbell's cross Atlantic partner transform into the soft yet resistant fabric that molds Roy Roger's designs that have officially reached cult status.

A Toast to The Rome Boutique
"Being in Rome, in the heart of a city internationally renowned for its culture and history, represents for us a growth not only in the domestic market but in the world," states the CEO of Sevenbell Group, Niccolò Biondi. After Naples and the Sevenbell e-commerce site launch, Roy Roger's opens its doors in Via del Babuino.

Large arches frame crystalline windows that peer into the boutique, showing off the large iron cast spiral staircase, its hardwood banister and the historic brick walls that surround it. Jeans, jumpsuits, jumpers, t-shirts and accessories decorate the contemporary dark wood shelves and white steel rails, elegantly framed by a rolling library ladder. It seems that the boutique itself is a symbol of the Roy Roger's brand, where history paves the way to the future.

With cocktails in mason jars served on vintage soda crates and the company of Italian heartthrob Riccardo Scamarcio, the darling Alessia Marcuzzi and hearty laugh of Gerry Scotti, we make a toast to Roy Roger's new boutique in Rome.

For more information about the world of Italian fashion go to www.poisondrops.com