Fulvio Biondi, president of the historical Italian jeanswear brand Roy Roger’s, has died on Sunday, November 28, due to a heart attack in his house in Florence.

Biondi, aged 59, was President and CEO of the company founded in 1949 by his father-in-law, Francesco Bacci. The brand became a cult jeans name from the 1970s on.

The company had celebrated its 60th anniversary in 2009 and on that occasion Biondi had realized a special edition of 60 luxury cars.

Biondi leaves behind his wife, Patrizia Bacci, and his sons Niccolò and Guido. The funeral will be held this Tuesday, November 30, at 2.30 pm in the Sacro Cuore church in Florence.