Replay launches collector's line

To celebrate its 25th anniversary last year, Italian jeans and fashion label Replay launched a limited edition pair of jeans. This has resulted in a new line of jeans called Replay Col lectors. The line consists of a limited edition range of high-end jeans which signifies the company's direction. “The beginning came out of the idea of the 25 th anniversary model,” Replay chief executive Marco Bortoletti, told WWD. “The idea was to give continuity to the success of that model and reinforce the idea and the roots of Replay, and create a longer-lasting project.”

Replay Col lectors will hit stores this spring. The range is based on the anniversary jean, which was made from raw denim and sold in its own Replay briefcase. The jean's defining feature was a gold-plated silver button which could be removed and worn as a cuff-link. At $500 (£260), only 1,000 pieces of the model were made, split equallly between men and women.

The Col lectors line will first feature organic jeans – the current rage among environmentally conscious fashionista's – made from organic cotton and washed with biodegradale soap. Buttons are made of vegetable-tanned leather and will be sold in recycled paper. Borletti said it was Replay's intention to contribute in “some small way” to bringing awareness of environmental issues to the public.

Replay Col lectors will introduce three or four new collection a year for the next two years, with a production of about 4,000 pieces. Distribution will be worldwide, in almost 200 Replay stores. Prices for a pair of jeans will average about €200.

www.replay.it
5 March 2007

Replay Unveils New Range

Italian jeans brand Replay is to launch a new, high-end range at Pitti Uomo in Florence.The new men's and women's label, to be called We R, will include badging inspired by vintage pieces and limited-edition merchandise.Replay's UK sales director Terry Bates told Khabi Mirza: "While the collection draws on elements of Replay's 24-year heritage, each product is contemporary in design, with many of the pieces handmade."

The first collection for Spring will include hand painted t-shirts, handmade shirts and numbered jeans. The range will be pitched at the top 20 casualwear independents and be distributed in the UK, France Italy and Scandinavia.

11 June 2003
www.replay.it

First Replay store in London

The Italian fashion company Fashion Box, behind the Replay and E-play brands, will open a Replay flagship store in London at the end of October. Fashion Box will also reopen its refurbished Replay store in New York in February and open new stores in Tokyo, Osaka and Sydney in the foreseeable future.

Fashion Box presently operates 210 Replay stores of which 160 are located in Europe. The company reached a turnover of GBP 130 million in 2001 and for the current year forecasts a turnover of GBP 143 million.

www.replay.it
October 11, 2002