Roy Roger's was born from workwear. It all started in 1952, when Francesco, grandfather of Niccolò and Guido, had the intuition to create high-quality garments for workers. In the 1950s, Francesco went all the way to New York, to 141 Broadway, the offices of Cone Mills: an of American denim institution, where real US denim is produced, right in Greensboro, North Carolina.

That is where the story of Made in Italy garments, functional and durable, made for people who work, began. The fame of the brand grew, and in the mid-1960s Roy Roger's became more than just work clothes, transforming into an icon of style worn by the younger generation.

Today, after more than seventy years, Roy Roger's continues to tell the story of tradition and authenticity. The brand's DNA still contains the same values as always: garments made to last and which, season after season, never go out of fashion.