Leading Italian premium denim brand Replay in partnership with Reliance Brands Limited has opened its first store in India at Ambience Mall, Gurgaon. The brand also plans to launch three more stores in Mumbai and New Delhi this year, with a flagship store scheduled to be launched in Maker Maxity, Mumbai.
Replay has also introduced its premium super-denim collection Hyperflex+ and will be offering a wide range of denims, casualwear, footwear and accessories for men and women in the Indian market. Notably, the brand will also be available online exclusively on AJIO.com.
The brand’s Hyperflex+ range of denims is a signature capsule that is leading the way in denim innovation with enhanced 100 per cent elasticity, super recovery and superior comfort. Made from an innovative mix of special fibres, it provides three-dimensional flexibility in the threads running vertical, horizontal as well as oblique.
Moreover, Replay Hyperflex+ stands the test of time thanks to the ‘recovery power’ feature and has a superior feel to the touch.
Manu Sharma, Business Head – Replay India, Reliance Brands, said “Replay is an iconic brand and we are proud to launch the first store here in Gurgaon. We are thrilled to introduce Hyperflex+, a premium super-denim that allows complete freedom of movement. We are sure this revolutionary denim range along with the striking casuals offered by the brand, rooted in its classic, vintage styling will excite our discerning customers.”
The 1,200 sq. ft. store combines the historical and iconic elements of the brand both for its materials and for its furnishings, which is integrated into a completely renewed architectural space and confirms Replay’s constant focus on new trends.
Replay is one of the major players in the international denim styling and production, and is known for its innovative flair, characteristic Italian design and excellent quality.
Matteo Sinigaglia, CEO of Fashion Box, said “I am excited about Replay’s first store opening in India at Delhi-Gurgaon. I am confident that our constant striving to deliver qualitative and innovative products will be in line with the consumers’ appetite for the highest standards in denim. Furthermore, it is a real pleasure to join forces with Reliance Brands and truly believe that we are starting a wonderful journey together.”
Fashion Box is a leading international company in the denim segment. Headquartered in Asolo (province of Treviso), the Italian group creates, advertises and distributes casualwear, accessories and footwear for men, women and children with the brands Replay, Replay & Sons and We Are Replay.
The brand also presented the Spring Summer 2019 Replay collection, inspired by the Silverlake neighbourhood in Los Angeles, where a mix of ethnic styles and cultures, music and sport come together allowing for experimentation of all kinds. The predominant themes within the collection were black holiday, paradise cove, sport deluxe/technical fleece.