On January 10, just in time to compliment the 81st Pitti Immagine Uomo fair, denim brand Roy Rogers celebrates the opening of its newly built central office in Campi Bisenzo, near Florence, Italy. The relocation to the 7,500 sqm base, constructed in cooperation with designer Alberto Del Biondi, is part of Roy Rogers’ new international expansion policy, which also includes the restyling of the brand’s global image and an emphasis on innovation and eco-sensitivity. The new office houses all departments from design and creation to production and marketing and the modern, sustainable architecture is made of steel, resin and crystal glass, offering well-lit spaces to enhance Roy Rogers’ fabrics and chromatics.

“We are approaching a new strategic era,” said Niccolo Biondi, managing director of umbrella brand Manifatture 7bell. “…We want to strengthen our solicitor’s network internationally. Currently, we run showrooms in Germany, Russia, Holland, France and Spain. We’re working on opening a flagship store in New York where we plan to sell archived vintage items in order to highlight our history.”

At this newest location, a historical archive will showcase, among other treasures, the first garment that Roy Rogers produced in the 1940s as well as the legendary 5-pocket jeans with their unique triangular label.

Manifatture 7bell creative director Guido Biondi added: “This plan stresses the DNA of our denim fabrics: “made in Italy”… where we use natural dyers and bio-degradable packaging and labels.”

The fall/winter 2012/13 men’s collection demonstrates this approach with its new menswear lines. „Rugged Vintage Autentico“ reflects the historical soul of Roy Rogers jeans with worn, sui generis, „Natural Garment Dyed” looks that come with velvet and fustian fabrics in colors made of natural fruits, vegetables and spices that result in shades like chlorophyll green, curry ochre and blueberry purple for the women’s, men’s and kids’ collections.