This is why they’re so sexy. This is why they’re still so rebellious, still a symbol of dressing and thinking outside the box. Above all, this is what makes them so unique. No two pairs are ever the same, just as no two people are ever the same. Yet there’s nothing haute couture or high class about jeans. They’re democratic.
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.
Being an international presence with a local heart is one of Fashion Box’s strong points and represents its development strategy.
The Asolo plant is the system’s nerve centre where research and creative development thrive. The entire pro- duction process is planned and monitored, from the very first sketches through to the prototype and to the finished garment. Here, too, is the integrated logistics platform, whereby the items from the various production areas (approximately 6 million per year) are received, checked, sorted and shipped.
1981 Fashion Box, specialising in casual shirts, is founded.
1989 Replay reinvents double-ring denim jeans. In just two years production reaches one million garments.
1991 The Replay total look is expanded to thousandsof articles in the collection. A kids’ clothing line, REPLAY&SONS, is launched.
1996 Fashion Box builds its new 25,000m2 headquarters in Asolo near Treviso.
2003 WE ARE REPLAY, the Group’s high-end jeans wear line, makes its appearance.
The Replay on-line flagship store opens in May.
2010 Equibox Holding S.p.A. acquires 51% of Fashion Box. The new Retail concept is introduced to the flagship stores in Milan and Paris and celebrated with internationally-acclaimed events attended by celebrities from the world of music and entertainment.
2013 Replay signs a four-year deal with FC Barcelona to provide the first team, and the rest of the club’s sportsmen and women, with clothing and footwear.
2014 The new Milan Replay Flagship store Replay The Stage opens. Designed like a film set with a variety of breathtaking backdrops, this spectacular store sees customers become characters in their own fantasy film. Replay The Stage re-defines the popular concept of retail experience.
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.
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