For the next June edition of Pitti Uomo, the Roy Roger's boutique in Florence, Via Calimala, 27R, will host The Eco Jeans Project installation.

“Protagonists of the installation will be our company’s zero-impact productive phases,” commented Guido Biondi, creative director, Roy Roger’s/Seven Bell Group. “Our aim is to show how we have reduced harmful emission originated from our activities, requalifying wastes and defending our employees’ health. It is an opportunity for us to get involved and safeguard environment.”

For this event the store’s shop window will host a huge jute ball made from denim scraps, ready to be regenerated as material for car dashboards. On show, there will be a numbered series of limited edition Roy Roger’s Eco-Jeans, treated with a special wash that employs reduced quantities of water without chemical substances. By entering the store one will see a wall covered with hanging cotton flocks and projected images while natural sounds are being played inside the store.

Through this route, the store displays eco-jeans models treated with zero-impact finishes such as ice spraying and special laser treatments.

Completing the atmosphere is an overall blue light that not only brings to mind the characteristic indigo blue hue of jeans, but also expounds important concepts such as pureness and transparency.