At Pitti Uomo, Italy's first denim brand, Roy Roger's, celebrates its 70th anniversary with a mini-movie made especially for the occasion by an exceptional director: photographer Bruce Weber. It was 1952 when Francesco Bacci and his wife Giuliana made their first Roy Roger's jeans using American denim. They were the first in Italy and the first to produce a collection of jeans dedicated to women, which was almost subversive considering the fact that it was the 1950s and that blue jeans were considered workwear at the time. It is still in the spirit of Sevenbell today to adapt to change and to be aware of the environment around them. They have grown from a small family-run manufacturer into a global firm with a worldwide presence. Roy Roger's styles today are the result of continual research for the finest materials - such as denim from the States, Europe, and Japan - and an ongoing exploration of innovative washes, craftsmanship, and cutting-edge technology. Above all, they represent the ability to rework iconic models to develop new ways to wear or experience blue jeans. An item designed initially as workwear but has since become an icon of style. And which, today, also interprets the personality of those who wear it.