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Jeans are more than just a piece of clothing. They do not only last for a season. Jeans blend with the body, are moulded by the body into an indissoluble whole, becoming one with the wearer in a sublime symbiosis. Jeans reflect just who we are – slipped on in seconds, shaped over the years as the fabric adapts to and enhances every single curve and fold.
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.
THE FASHION BOX GROUP/REPLAY
Funded in 1981 and based in Asolo (Treviso), Fashion Box S.p.A. has been synonimous with high standards in denim production for almost 40 years.
Since its inception, Fashion Box has developed and took great care of its key strategies: a precise vision for its products, expansion to new markets and a careful control of its distribution network.

An innovative touch, distinctive Italian flare and the superb quality of its products have always been the three cornerstones of Replay’s philosophy. Together with its talent and competence, these have made the Italian group a major player in the International arena of premium denim and casualwear.
This combination of vast experience and avanced know-how, together with constant research for a unique style and sophisticated manufacturing techniques, makes up the intrinsic value of Fashion Box’s items of clothing. For this reason, the majority of the company’s investments is focussed on styling research and on R&D applied to manufacturing techniques especially in terms of eco-sustainability and respect for the environemnt.

Trading under the brands REPLAY, REPLAY &SONS and WE ARE REPLAY, the Italian Group creates, promotes and distributes casualwear, accessories and footwear for men, women and children.
HEADQUARTERS
Based in a 25,000 square-metre reproduction of an early 20th century American industrial building and set at the foot of the breathtaking Asolo hills, the Fashion Box plant is the place where the Replay concept takes form by blending old and modern, past and future, tradition and technology.
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.
MARKET PRESENCE
As a result, Fashion Box is now prominent in all European markets, the Middle East, Asia, America and Africa in over 50 countries, with the wholesale distribution network boasting 3,000 sales outlets with 200 retail stores.
CHRONOLOGY
1978 Claudio Buziol registers the REPLAY brand.
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.
1994 Replay branches into underwear design. The group expands to new Asian and Middle East markets.
1996 Fashion Box builds its new 25,000 m2 headquarters in Asolo near Treviso.
1999 September sees the opening of a new 800 m2 store in Corso Vittorio Emanuele in Milan, which marks a new beginning in the Retail concept.
2001 The Sugi International Limited in Hong Kong signs a licensing agreement for the production and distribution of shoes under the REPLAY and REPLAY&SONS brands.
2003 WE ARE REPLAY, the Group’s high-end jeans wear line, makes its appearance.
2006 The Replay brand celebrates its 25th anniversary at the Abbey of San Gregorio in Venice.
2008 Autumn sees the arrival of the new Replay Fragrances, the Replay Time&Jewel (watches and jewellery) and the Replay Underwear lines.
2009 The company boasts a total of 200 stores.
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.
2011 The Replay brand celebrates its 30th anniversary. The new Retail concept is also applied to the Barcelona and London stores. A number of important international openings take place with the company strengthening trade development in the Asian market. The Fashion Box Japan branch, direct distributor of all the brands, opens.
2012 The Dragon Box Trading subsidiary opens in March with the task of guiding trade activities in China. The company continues to develop the Retail channel worldwide. In July the opening ceremony for the first Chinese flagship store in Beijing (500 m2), in the Sanlitun Village, is held. The new Replay store in Daikanyama, in the centre of Tokyo, opens at the end of August.
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.
2015 International star player and Captain of the Brazil national football team, Neymar Jr., joins Replay as ambassador for a three year contract.
2016 The Corporate structure and ownership welcomes Belle International as shareholder, with Equibox maintaining majority and control of the Company.
2018 Neymar Jr. and Replay confirm their synchronicity and renew their partnership for another 3 years.
2019 Replay starts a 4 year partnership as “Official Denim Partner” with Paris Saint-Germain football club.
2020 Neymar Jr. and Replay launch a co-branded NJR | Replay Capsule Collection. Replay signs a four year agreement with legendary rugby Team All Blacks to become their “Official Formalwear and Denimwear Partner” as well as a four year endorsement wih Ajax FC.
RETAIL CONCEPT
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.
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