Italian premium denim brand Roy Rogers has opened its new Milan monobrand store in the central shopping street Corso Venezia 8.

“This store is our fifth monobrand after Florence, Forte dei Marmi, Naples and Rome,” explained Guido Biondi, creative director of the group. “After this opening our next aim is to land with other flagships in international fashion capitals such as, for instance, London or Paris.”

The store occupies two floors and, when compared with the previously opened ones, it sets a new evolution step, even if each store is charcaterised by a own single identity. “We decided to decor it with two different wood types (a darker and a lighter one), all of them obtained by recycling old Tuscan barrel woods, in-keeping with the brand's origins,” continues Biondi. “The choice of these materials, as the entire store, represents our brand’s modern approach to vintage,” he continues presenting old wood tables and carved iron structures decorating the store.

The shop also hosts a complementary area aimed at clients requesting made to measure personalized jeans to be delivered and shipped worldwide in 15 days from order. The area dedicated to tailormade jeans service is separate from other changing rooms and hosts a relax area with a small bar, vintage leather armchairs and a Singer sewing machine from the '60s.
Impression of the monobrand store in Milan
Impression of the monobrand store in Milan


The store not only sells Roy Rogers for men, women and kids, but also a series of selected complementary products by top-notch brands such as, for instance, leather jackets by The Real McCoy's, Kaweco German pens, Midori Japanese agendas, as well as a selection of President's, another connoisseur brand always produced by Manifatture SevenBell, the company that also owns Roy Rogers, operating since 1949.

In order to celebrate this special opening, they also organized the one-day exhibition “Archive is life” on the upper floor of the store that hosts 15 vintage pieces from the late 1950s until the 1980s, most made with Cone Mills Denims. Two additional cases are also presenting a series of old prints, photos, paper hangtags, postcards handmade sketches and material for the company’s archive. “With this exhibit I wanted to underline how important the past for creating our present products is. I always find inspiration for new collections by looking at these unique pieces of our history and craftsmanship. This is how we create our contemporary approach to vintage.” Future aims of the company could be to create a book out of these archive items describing each of these pieces.”And Biondi continues: “Our archive is constantly growing since, while travelling I discover antique Roy Rogers pieces I buy. For instance, I found some old items in Pasadena and others in Japan. Our memory can help so much rebuild our present and future. For this we decide to call the exhibit ‘Archive is life’.”

The Roy Rogers store from the inside
The Roy Rogers store from the inside