We had the pleasure to interview Guido Biondi, Creative Director of Roy Roger’s and Sevenbell Group.

We’d like to know more about this brand that in 70 years has grown from a small family business to a company operating all over the world thanks then to its famous jeans.

A Roy Roger’s garment is identified by the quality of the material and the craftsmanship on it.

Tell us a little about yourself. Who you are and what you do.

I’m Guido Biondi, Creative Director of the Sevenbell Group, which includes Roy Roger’s, Amish and President’s. I was born in Florence and since the beginning of my career I’ve been working in the fashion industry spending  most of my time between selvedges, rolls of denim and sewing machines in the family business. My grandfather was the first denim manufacturer in Italy who basically developped the zippers on the back pockets of jeans which then turned, together with the black triangle, into iconic Roy Roger’s symbols. After high school, I studied Fashion Design at the Polimoda Institute in Florence joining right after the family business.

What are the main ingredients and products of Manifattura 7 Bell Roy-Roger’s and Amish brand 

Quality and Made in Italy are two cornerstones of Roy Roger’s, Amish and President’s and it is exactly from the importance of Italian manufacturing that the high quality of the finished product comes. In this way, for years we have contributed to keeping alive Italian craftsmanship excellence which would have been lost over the years. A precious heritage that today is synonymous of well made.

Why did you choose Canclini1925 and Blue1925: which item do you like the most?

Canclini1925 is an institution in the world of shirts, with an almost 100years long tradition in the industry. Combining indigo yarns makes a traditional and classic garment like a shirt more contemporary and rustic, which is what we are looking for in our collections. Our favorite items are checks, especially wool blends which have been developed in very special colors and beautiful handfeel.

Expectations for 2022

In 2022 Roy Roger’s will be the 70th anniversary of its birth. This is an important milestone for us, especially because we are not only a long-lived Italian company, but also because despite all the countless economic storms and finally the pandemic we have been able to hand down for 3 generations the company created by my grandfather in 1952.

These are 70 years of history of a company which created the first Italian jeans made with an American fabric. Through the digitization of part of our archives – another important project that we are developing this year – we want to share the historical value of the materials, details and accessories which identify each item. Not a nostalgic representation of our history, but it rather be a more modern and contemporary vision of “documenting” our roots.

So we just have to wish you all the best!