The history of Replay custom jeans
The brand belongs to Fashion Box Group established in 1978 in Italy by Claudio Buzioli. It is
a popular custom jeans company belonging to the democratic segment. There is no glamour; Replay
jeans are rather casual and relaxed. However that doesn’t prevent clubbers all over the world from
wearing these jeans. All latest fashion trends reveal themselves in Replay collections and some of
the items are regard as competitors to many expensive designer brands.
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In 1987 Replay begins to export its denim production abroad. During the 1980s the company manufactured
only made to measure jeans and shirts. In 1991 a children’s line is created. The product range of the
brand is later supplemented by “We are Replay” line. The line is quite sophisticated and is concentrated
on silk prints, unusual cut and details.
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The sales volume of the company during 1993-1998 years grows from 90 to 360 billion dollars and 75% is
released through exporters.
In 2003 Replay makes a contract with Mercolin Company to manufacture sunglasses and grants a license to
manufacture watches and perfume under Replay trademark. Future plans of the brand include expansion on
the markets of the USA, South America and Eastern Europe.
The company has two trademarks – Replay 6 Sons and E-Play. Today Replay brand makes up 80% of all goods
produced by Fashion Box. About 500 employees work for the brand. Replay collections are sold in more than
200 monobrand shops and thousands of trading centers all over the world.
Posted: 19.12.2009
By Stella Tornton
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