Roy Roger’s: Gone Surfing
With Manifatture 7 Bell, the first manufacturer company of jeans in Italy, denim has always been a natural part of the Roy Roger’s brand. Today the beach- and surfwear is becoming a natural and well-designed part of the collections, and the summer spirit is creating variation and alternatives to the company that patented the original back pocket zip 60 years ago.
Roy Roger’s beachwear has so far offered a main product in the 5-pocket model in a colour range going from vivid to pastel. This year, for Summer 2012 the brand took the beachwear one step further both in colour and fabric technique, succeeding to offer variation within one single garment. In the collection they have worked with a material that changes colour hue when exposed to weather above 20°c, and then goes back to the original tone when the temperature decreases. In a Limited Edition collection the brand is paying homage to LeRoy ‘Granny’ Grannis, the Godfather of the surf photography, and is taking inspiration from the Beach Boy era photographs. Aside from a shorter version with strong references to the original Roy Roger’s 5-pocket fit, the limited edition offers typical longer surf costume shorts.
When browsing further in the brand’s beachwear world, the surf inspiration continues to Summer 2013, as well as going back to the denim story. Roy Roger’s continues to widen the horizon for S/S13 and has besides the new hound’s-tooth pattern created also a weave in a nylon-cotton blend, which recreates the effect of denim, and thus gives the customer another variation to the plain colours. As an extension, the brand also presents a capsule collection named “Surf Heritage”. With surfing being an important reference, the capsule collection is bringing back a touch of vintage to the story with attitudes from the 50’s and 60’s, where each garment is marked by the little diary stories a surfer might have told of his journeys. The capsule collection also offers a swimsuit reproduction from the Roy Roger’s private collection in a 1950’s style, wrapping up the surfer’s style.
As the cherry on top, the Surf Heritage sends us a postcard from Waikiki Beach. A 1954 original postcard has been reproduced as the tags for the capsule collection, giving us that little extra story that we’re always looking for.
