About us
About:
The Super Rifle is known since 1958 and over the time became very popular in the world.
As early as the 1960s, these jeans were a success. Since the 70s, they become an icon, a cult product.
Legendary Super Rifle jeans are extremely comfortable for work, leisure and dance, associated with more traditional workwear and durable non-selvedge denim production method
They designed to evoke associations of rifles, westerns, cowboys, and America.
Under the new US Brand ownership we are looking to capture the interest of modern denim aficionados looking for a unique story that merges Super Rifle's rich history with the premium qualities of selvedge denim.
By leveraging the current trend and incorporating selvedge denim, we are tapping into a market segment that values:
Heritage and Craftmanship: Slevedge denim is traditionally made on vintage shuttle looms, resulting in a self-finished edge (the "selvedge") that prevents unraveling and is a mark of quality.
Durability and Unique Fading: Enthusiasts appriciate the rigid feel and the way the denim customizes to the to wearer's body over time, developing unique fade pattern.
Exclusivity: Due to the slower production speeds, selvedge denim is produced in smaller quantities than mass-produced alternatives
Our Mission
- To be a jeans-centered fashion brand that is close to our customers.
- To create an exceptional experience for our customers wherever our brand is represented.
- To maintain our passion for product quality and innovative design.
- To lead in product diversity, understanding of the digital world, shopping experience, and brand communications to welcome all.
Our Vision
- To be the market-leading jeans-centered fashion brand with a focus on sustainability wherever Super Rifle is represented
Brand Values
Quality:
- To ensure quality is our brands' top priority.
- To maintain consistently high quality in all the brands' products and services.
Innovativeness:
- To maintain close ties with our customers, stay in line with market trends, and work closely with suppliers to meet our customers’ needs promptly and fully.
Passion:
- To be a customer-driven team that provides excellent products and ensures sustainable growth and market leadership.
Sincerity:
- To keep our promises to our customers, business associates and employees.
- To have a brand culture and managerial approach that values the opinions of all parties.
Respect:
- To take responsibility for the high degree of trust our brand has earned.
- To meet the needs of the various cultures, understandings and values in the world.
