Roy Roger’s pushes on the total look. After writing the history of denim in Italy, the Sevenbell brand adds its first line of coats to the collection, and announces new single-brand openings in Rome and Turin in 2021. The company has presented at Pitti Uomo the ‘six pocket jeans’, a contemporary reinterpretation of the iconic 5-pocket model designed to house the smartphone. In recent seasons, the total look has been driving sales, in particular knitwear, from which the greatest contribution to growth derives. Roy Roger’s core business is still denim, which generates 60-65% of turnover, and man’s contribution to turnover is 65% for a total of 350 references. Roy Roger’s distributes multi-brand stores in 800-900 and owns single-brand stores in Milan, Florence, Bologna and Forte dei Marmi, as well as outlet stores in Serravalle, Castel Romano and Marcianise. Next March it will open in Padua and in July it will be the turn of the McArthur Glen outlet in Noventa di Piave (VE).