60th anniversary

1964 / 2024

2024, 01.01
by CL.M.

In post-World War II Naples, the very young Giuseppe Muscariello, raised with tales from Grandma Anna recounting the many shirts she had sewn in the small shop on Corso Garibaldi for elegant clients, and following in the footsteps of Aunt Geppina, decides to embark on what will become his lifelong profession. Thus, in 1964, Giuseppe Muscariello establishes Gi.Mus., a small artisanal workshop specializing in pajamas and men’s shirts. Almost immediately by his side is Chiarina, the woman who will become his wife and the mother of his three children.


Camiceria Roller

The requests for men’s shirts surpass those for pajamas, and Giuseppe, reluctantly, has to give up the production of pajamas to meet the demands of shirt customers. Times are changing in 1980s Naples, and the results are encouraging. There is a need for a brand to market, and that’s how “Roller” is born.

Galleria Umberto I


In 1997, Giuseppe and Chiarina’s eldest son officially joins the “Roller” shirtmaking staff as the creative director. His inclination towards creativity and his studies at the Fashion Academy quickly start yielding results. In a short time, Mario designs and signs his own collection of shirts, entirely handmade, following the traditions passed down for generations in his family. Shortly after, his collections are showcased first in Birmingham and then at Pitti Uomo in Florence.


Nato con la camicia” (born with the shirt) is an Italian way to say: “born with a silver spoon in one’s mouth”

Pitti Uomo (Florence)

Showroom (Naples)


“Made-to-measure products can help the planet”

Sustainable Production: "Made to Measure"

Today, we are adding a new piece to the puzzle that constitutes our identity and vision: ‘sustainability’. In a world afflicted by continuous population growth, we cannot turn away from the problems. Natural resources are dwindling, and essentials like water may become inaccessible to many. Seas and rivers are polluted by trash, often produced by items purchased at low prices and discarded hastily and carelessly. Fast fashion is becoming a plague for our oceans, with mountains of low-quality clothing produced on a large scale and ending up in landfills after only a few uses, sometimes even unsold at the end of a season. Only an education in conscious consumerism can stem this issue. That’s why we have decided to reduce the quantity of our production, limiting it to what is truly demanded, and furthermore, to advocate for bespoke production, tailored and desired by specific consumers. We have increased quality to ensure a longer lifespan for our products and minimized machine processing, favoring handcrafted techniques to reduce energy waste. This sustainable and exclusive production, targeting the few, can nonetheless benefit many worldwide, aiding our planet in healing its wounds.