Replay

Established in 1981 and based in the hilltop town of Asolo (Treviso), a place of worldwide renown for creativity, Fashion Box S.P.A has been the synonym for the highest standards in the denim sector for more than 30 years.
Since its foundation, Fashion Box has developed, and stuck to, its key strategy: product vision, expansion into new markets and increasing control of the distribution network. 

Innovative flair, characteristic Italian design and the superb quality of its products, have always been three cornerstones of Fashion Box S.p.A.’s philosophy. In addition to distinctive skill and expertise, this has made the Italian group a major player in international denim styling and production.
The Fashion Box combination of vast experience and advanced know-how, alongside an extensive search for distinctive style using sophisticated techniques, constitutes the intrinsic value of its garments, and thus, much of the Group’s investment is focused on stylistic and technological research into materials.

Trading under the brands REPLAY, REPLAY&SONS, and WE ARE REPLAY, the Italian group creates, promotes and distributes casual wear, accessories and footwear for men, women and children. Brand extension projects, including eyewear and the Replay Perfume lines, are entrusted to licence partners.

Retail has always been a powerful strategic lever for the brand’s international development and an effective way of projecting company image and philosophy. Hence the launch of the Stores Project in 1990.
Now numbering 200 mono-brand stores and as many (190) corners and shop-in-shops, the innovative design of Replay stores expresses the products’ authenticity in a strikingly original context.

The Replay Stores concept aims to go beyond the classic idea of a store as a mere container displaying goods where quantitative and aesthetic factors dominate, by examining the emotions connected to nature and organised space, and the desire to find somewhere reinvigorating, even in the heart of the city. Thus, the perception of emotions is the starting point of the revolutionary Replay project that is manifest in the exciting, refreshing store design that man- ages to express both the Replay brand philosophy and the spirit of the city in which it is located.

While natural materials like wood and iron evoke indus- trial archaeology, a skilled human hand has transformed the interiors to create a perfect balance between art, matter and sensorial impact.

The Milan Replay flagship store, Replay The Stage, takes the retail concept even further. Inspired by denim’s connec- tion to the movie and theatre world, the store is a dynamic film set where customers star in an ever-changing cine- matic spectacle: they ascend a large, open industrial steel staircase in the centre of the space and see equipment and elements that make up a true Hollywood stage. The rough- polished concrete floor leads to various painted stage sets, each of which reveals its special function; a sun-cracked abandoned barn in the American mid-west is mysteriously full of jeans, the Tailor Shop is a fully-working premises where customers may be measured and have a pair of jeans custom-made.
Replay The Stage is a multi-level experience that is fun, enthralling and conveys a glimpse of movie magic and the creative process.