BSF is the brand that recaps over 35 years of Romano Ridolfi‘s experience in sportswear, and represents the stylistic peak of his professional life. When vintage style was not yet popular or even known, Romano had the brainwave of launching it in clothing, revolutionizing menswear in a military-casual style. After several experiences as a stylist with, among others, Tela Genova, Benetton Jeans, Paoloni, Valentino Jeans, Lubiam, Avirex, Virtus Palestre, Romano decided to focus exclusively on Blue San Francisco brand and to the homonymous company managed by his sons Michelangelo, Leonardo and Lorenzo.

“I don’t create fashion clothing”, says Romano, “but rather a classic, traditional product that’s inspired by the elegance of the fifties and sixties and influenced by workwear, street style and military design. My idea of fashion reflects an invisible elegance – that is, one who is well-dressed doesn’t have to be noticed.” For his collections, Romano studies and creates his fabrics personally, washes and handles wool with techniques ad hoc in order to give it a secondhand look. What comes out of it is a total-look, vintage-style menswear, that is both elegant and casual, looks good on all ages and completely Made in Italy. Trousers in particular are the true must-have – a product that renews itself without ever misrepresenting its top-notch flair.

BSF (Blue San Francisco) chooses Pitti Uomo 92 to inaugurate its new store in Florence, in the super-central Via della Vigna Nuova, 57/r, right before sixteenth-century Rucellai Palace. It is no coincidence to have this as the location of choice, because this very florentine street gathers the highest number of menswear shops. The new shop occupies a nearly 1,800 square feet area and follows the same style as the other one, which is located in Via N. Bixio. An authentic fifties style workshop, with workbench and tables, where spoon and iron rule the roost, talking together with antique furniture, to give life to an informally comfortable and refined context. A timeless style that does not change with fashion, just like BSF collections, and at the same time is open to influences: along with BSF clothing items there will be a permanent exhibition of antique and customized bicycles by La Strana Officina, electric guitars by Paoletti Guitars and biker style-inspired rings and bracelets by Rouille. A shop where every piece has a story to tell, for a man who loves life, knows how to have fun and seeks excellence in everything.