Exhibitors Spotlight: Roy Roger's

Exhibitors Spotlight:
Roy Roger's

Editorial

Edition 100

29.07.2021

Italy’s pioneering jeans label Roy Roger’s’ latest collection seeks to evoke the Mediterranean coast

Exhibitors Spotlight focuses on a selection of brands exhibiting at this year's Pitti Uomo, showcasing their upcoming collections and special upcoming projects.

The intoxicating summer atmosphere is peaking, and this season, our longing for release, calm, and relaxation may well be reaching unprecedented heights. Matching the beat of our year, menswear trends are eagerly embracing the free-flowing, buoyant energy galvanizing us. Light fabrics, playful patterns, and performance-geared materials have stolen the spotlight, articulating a new, fresh and current brand of leisure and everyday style.

Famed Italian label Roy Roger’s has been duly working to condense all of the above in its latest collection, inspired by the solar energy of the Mediterranean coast, particularly Italy’s Amalfi Coast, Sicily, and Sardinia regions. Founded in 1952, the Tuscan label has established a firm reputation as Italy’s first jeans brand, unknowingly pioneering what was to become the country’s now globally renowned history of high-quality denim.

For SS22, the Roy Roger’s Riviera collection invites audiences on a journey alongside the sun-drenched coasts and beaches of southern Italy, incorporating, besides the brand’s classic denim, a variety of lighter summer patterns, fabrics, and hues — as seen, for instance, in the collection’s pastel linen Bermuda shorts, and maritime print swimwear, T-shirts and sweatshirts, with beach towels and tote bags completing the collection.

As it gears up for its upcoming 70th anniversary in 2022, the brand demonstrates an eager awareness of contemporary concerns and a firmly cemented internal proclivity towards evolution and adaptation. This season’s collection is accompanied by an entirely eco-friendly, sustainably produced line of garments and accessories titled Roy Roger’s Cares. From organic cotton jeans made using non-genetically modified cotton grown without any pesticides and fertilizers, to the use of recycled cotton and the energy-saving mineral dye coloring, the line attests to the Tuscan brand’s commitment to environmental preservation.