Roy Roger’s is the first Italian jeans brand, born in 1952 in Tuscany. Today Roy Roger's jeans are the result of a constant search for materials of the highest quality and on-going experimentation of innovative washes, artisan crafting, and cutting-edge technologies. Above all, they come from an ability to reinvent historic styles, creating new ways of wearing and enjoying blue jeans. Starting out as workwear, over the years jeans have become a cult object and genuine style icon. Today, they also interpret the wearer's personality. Roy Roger's was born as a family-run business and still is today. Three generations share the same passion for denim and continue with the idea that "There is no future if you don't have a real story” because you need continuous research and an aptitude for change to be able to face the future, but you must never forget your past. Roy Roger's jeans are recognized from several details that have remained over the years, like the black triangle on the back pocket — always a signature of the brand — and the zippers on the back pockets, an idea born and patented in the 50s to protect personal belongings during work. Another detail is the "money pocket" on the front, designed for keeping loose change at hand. But authentic Roy Roger's jeans are recognized first and foremost by the quality of the raw material and craftsmanship, all made in Italy. When we talk about quality, we don't just mean the choice of excellent raw materials and innovative processes, but also the way that a product is made. This is why Roy Roger’s is constantly striving to decrease our environmental impact, expand our collections with items made from organic or recycled cotton, and use recyclable, eco-sustainable packaging. That's because for Roy Roger’s, every small choice is crucial for building a better world.