rifle

Founded in Tuscany, Italy, in 1958 by brothers Giulio and Fiorenzo Fratini, Rifle was a pioneering denim brand that became synonymous with jeans for generations of Europeans. After discovering American denim at the Cone Mills factory in North Carolina, the Fratini brothers began producing their own jeans, establishing Rifle as a key player in the casualwear market. The brand achieved immense popularity from the 1970s through the 1980s, becoming one of the first Western brands to gain a major foothold in Eastern European countries like the USSR, Poland, and Czechoslovakia, where the name "Rifle" became a generic term for jeans.

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