Project Overview
A project born with the goal of extending Roy Roger's identity into a home decor accessories line. The challenge was also an excuse to experiment with AI tools, pushing to speed up some phases of the design process.
Timeframe
2026 | The execution lasted two weeks in total.
My responsibilities
I managed the project completely independently.
What I Learned
I studied prompt design, to understand how to talk to this tools. I also experimented with different image generation tools like ElevenLabs Flows, VizCom, Nano Banana and more.
Many fashion brands with no real heritage are trying to break into the home decor space. A brand like Roy Roger's, with such a strong legacy, would have way more potential to extend its brand culture into the world of physical products.
How Are Competitors Positioning Themselves?
Brands like Carhartt and Stussy don't really draw a line between fashion and home decor products. Their culture is so strong that making objects like these feels completely natural.
Other brands like Zara Home, on the other hand, don't have a real brand culture or character. They just make objects that might be trendy, without users having any real attachment to the brand.
Brand Archive Research & Moodboard
The inspiration research started by looking into Roy Roger's patents and some of their most iconic graphics and design elements. Not everyone knows that the name Roy Roger's was inspired by an American tailor. In my vision, it would be really cool to let people discover the brand's story starting right from the world of tailoring.
This first RoyRoger's home decor collection will consist of 3 products: a stool, a metal plate and a flask.
First Product: The Stool
Stool Shape & Padding
The seat is a two-legged milking stool with a single central wooden support. All the padding is made from different patches of Roy Roger's jeans, inspired by the brand's 70's Patchwork vest. Using denim as the main padding material will allow the product to age in a very natural way, developing that perfect worn-in feel over time.
Second Product: The Plate
Button Icon & Scent
The metal plate features the markings and symbols from one of the brand's most iconic elements: the jeans button. The idea was to replicate all the original details in negative. The palo santo wood used alongside it will be scented with "1952", Roy Roger's signature fragrance.
Third Product: The Flask
Leather Cover & Wordplay
The leather cover features the iconic diamond-shaped stitching from Roy Roger's pockets. Instead of the diamond patch though, the cover reveals a Roy Roger's engraving on the metal flask. The word "Spirito" on top plays on an Italian pun: it means soul, but in common slang it's also used as a word for alcohol.
Here's the workflow I used to create the renders with the help of AI.
Some thoughts on AI in the design process:
AI shouldn't replace the critical thinking behind design, and I don't think it will replace promotional renders either(at least not in the near future). However I see a huge potential in using it to quickly produce internal proof of concepts, making it easier to discard and explore more diverse design directions.
Thank you for taking the time to explore this project!
