1) Why do you think after 200 years jeans are still one of the most popular items of clothing?
Denim is unparalleled by any other fabric in its durability. You can wear it for a year without washing it. If it soils it adds to the character. If it tears, even better. 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, telling a life’s journey and history with every mark. The color indigo is another reason for our unending love affair with jeans. Indigo blue mirrors the sky and the ocean. It gives us the same sense of infinity and instills a sense of calmness.
In our time denim has become a fetish, a symbol of rebellion and an icon of the counterculture revolution that each generation goes through. It has thereby secured a future beyond its already attractive attributes. At present, no time is foreseeable when denim will not be in fashion. At the least, it will always be an important part of fashion history.
2) Last time I counted there were over 50 brands of premium denim jeans, what makes your jeans stand out from the rest?
I like to quote Carmen Miranda, when asked that question. She once said, with the best sense of humor, “Bananas is my business,” which she happened to be wearing on her head. Rifle is to denim what Miranda was to Bananas. The company has been making jeans since 1958. This is the third generation of a family business, and along with Levis, Lee and Wrangler, Rifle has pioneered denim fashion unfailingly over the years. We understand how to construct them and deconstruct them.
Super Rifle, the premium line, is made using only the best Italian fabrics and highest quality trims. We offer a wide range of excellent fits and a large variety of beautiful washes. Every detail is minutely thought out and executed. The same attention is paid to the inside finish of the garment, as to the outside.
3) Who do you imagine is a typical customer?
Like most designers I imagine an ideal. That person would be young and sexy with a beautiful and perfectly proportioned body. But I don’t actually think that there is such a thing as a typical customer. I have seen young girls wearing my jeans and looking stellar and I have also seen mature woman with kids looking equally good and sexy in them. I think it is a question of body type and shape more than anything else. But what is most important to me is that the person wearing my jeans will feel terrific, whatever their age, body type or lifestyle.