Rifle Jeans was founded in 1958 by Italian brothers Giulio and Fiorenzo Fratini. Pioneers of European premium denim, Rifle combines the best of rugged Americana with classic Italian heritage.

"There is something about having an item of clothing that gets more unique and comfortable with age. There is such beauty in that phenomenon, like the beauty in a scarred wrinkled face of an old person or the cracks and crazes in an old piece of china."