Roy Roger’s, an italian pioneer in denim production since 1952, has announced a new partnership with Dave’s New York, the legendary multi-brand store and a landmark for workwear enthusiasts in the Big Apple. The collaboration was unveiled at Pitti Immagine Uomo 106 in Florence within the central pavilion that has hosted the Roy Roger’s brand for years. “The project has grown and now it has become a true standalone brand,” explains Niccolò Biondi, CEO of the Italian company. “The offering is growing in step with distribution, especially in North America, where we have entered department stores, ideal locations for this project. In the US, we are already distributed by Sacks, Nordstrom, and Bloomingdale’s: we aim to expand even further.”

The characteristic feature of this new collection is, of course, the maintenance of the workwear matrix, while many graphics used on t-shirts, shirts, and sweatshirts have been retrieved from the historical archives of both brands and combined in an ultra-modern key. But the real novelty is the work pants printed with graphics that faithfully reproduce seams, rivets, abrasions, and washes with such high quality that they appear real.