Rifle, the historical Italian jeans line founded in 1958, is celebrating its 58th anniversary this year with fresh energy and new initiatives.

The brand has announced its relaunch during Pitti Uomo introducing 24-year-old Giulio Fratini as new member of the company’s board of directors and supervisor.

“Rifle was born in 1958 from an idea of my grandfather, Giulio, and his brother Fiorenzo. Their aim was to dress normal people with a piece of clothing that could last for ever – jeans,” commented Giulio Fratini, son of Sandro who ran the company before him for several years. “I represent the third generation of the Fratini family working for Rifle.”

The new course of Rifle is now characterized by an entirely redesigned Rifle complete total look collection and – especially for celebrating the brand’s birthday - a new capsule of denim sneakers. The selection of sneakers is born from a collaboration with DIS, specialized Italian shoe manufacturer, producing all of the shoes entirely in Italy, in Montecorsaro, in the Italian shoemakers district of the Marche region.

Giulio Fratini
Giulio Fratini