After Florence and Rome, Italian jeanswear brand Rifle will open its first flagship store in Milan city centre, a few steps from the Duomo Square, on 19 September.

The new 60sqm store presents its two shop windows along Via Privata Passarella 4, a gallery crossing Corso Vittorio Emanuele. The new store will sell men’s and women's complete collections and many differently treated denim items, as well as bests sellers such as the Rifle 58 hooded sweatshirt and exclusive novelties such as the capsule collection designed in collaboration with vintage collector and vintage specialist A.N.G.E.L.O. Vintage.

The shop was designed according to the brand's new concept store devised by David Rossi Design. Resin-concrete floors recreate a typical Rifle jean button-fly design. An LED technology lamp system creates special lighting effects on the high-tech steel furniture. Feature of the store is a huge denim wall and metal sculpture of the Rifle logo, which is handmade from recycled copper and completely covered with rivets.

Rifle will celebrate the event with a special limited edition women's and men's denim blazer model that will be sold only in the Milan store. Sophisticated details and a red rivet will characterise this special denim collector’s item.

At present Rifle is sold through 600 stores and in specialist corners of major department stores. After the openings of monobrand stores in Florence, Rome and Milan the brand counts 26 own monobrand stores and 20 franchise stores. Among its future expansion projects the brand aims to start approaching foreign markets, in particular in Russia.