"The Roy Roger's Years as Jeans...."

This is what 883 sang. It was the 50s , the years of Happy Days, of the great Real by Di Stefano and of Roy Roger's Jeans. As for the latter, the credit for their birth goes to the Bacci brothers who in 1949 had opened a company in Tuscany that produced work clothes. If they hadn't done so, they probably would never have discovered denim , the workwear fabric par excellence exported by the Americans. At that time "Jeans" had the consistency of cement and could only be softened by use and especially by frequent washing . Their inclusion in the manufacturing phases will be a fundamental factor in the diffusion of denim in leisure fashion. But let's get back to the Bacci brothers. Manifatture 7 Bell (this is the name of the workwear company) absorbs denim and becomes the first Italian jeans manufacturer. But it is with a trip to California that the turning point comes: the two brothers begin to import the fabric directly from the United States and begin to propose jeans that, passing through the alternation of fashions, will become a must of youth culture. Of the 60s first and of the hipsters of the 80s later. Until arriving on the shelves of Motta Fashion Place.