On 5 October the Italian historical jeans brand Roy Roger's will open a new store in Naples, on via Filangieri 70, after the recent openings in Florence and Forte dei Marmi.

Inspired by the group's concept which focuses on a mixture between past and future, the store will sell the brand's men’s, women’s and kid's collections. Store design is characterised by smart and modern decorative elements, wide shop windows, and a large glass panel at the entrance offering good views into the store from the arcade.

The store's cocoon-like atmosphere is enlivened by Fulvio Biondi's own statement: "There's no future if you don't have a true history" painted on the wall. The store presents the collection comprising of jeans, knitwear, shirts, t-shirts and accessories, all folded and displayed on huge solid wooden shelves made from barrels dating from the late 1800s. Trousers, dresses and jackets hang on modern white steel structures.

The store is decorated with vintage Americana, and has an old sea lamp, completing the image of the store. The grey resin floor alternates with old wooden areas that indicate where the store offers its "made-to-measure jeans" service. The service is reserved for male clients, who will be able to choose a style, fabric and accessories to create a one-of-a-kind pair of jeans.

"All of our stores offer a high-quality tailor-made service that when applied to denim provides a made-to-measure haute-de-gamme jeans," comments creative director Guido Biondi. Each client will be able to select the colour and the weave of the denim, their preferred thread, rivets, buttons, and initials to be embroidered on the front pocket of the jeans. A tailor will sew the jeans using an authentic 1960s Singer sewing machine, and the pair of jeans will be delivered directly to the customer's home.