As a brand, Replay has always believed that jeans are more than just an item of clothing. A high-quality pair of jeans is designed to endure beyond a single season; they conform to the body, adapting to its shape and forming a distinctive bond with the wearer.
As denim and jeans evolved, people desired more fabric choices to match the changing styles, colours, and cultural significance. Since our humble beginnings in Italy to our global growth and the opening of our flagship store in Australia, denim and jeans for both men and women have remained a fundamental aspect of Replay's brand essence.
In 1989, Replay embarked on a mission to completely transform denim jeans in a way that no other brand or fashion house had ever done. This led to the creation of the remarkable Hyperflex denim fabric, which has become the foundation of our modern jeans collection.
While traditional jeans were crafted from a rigid denim fabric made entirely of cotton, Replay Hyperflex denim completely changed the industry by blending premium cotton denim with a significant amount of flexible fibres like elastane. Unlike ordinary stretch denim, Replay Hyperflex became renowned for its exceptional elasticity. This innovation allowed us to introduce groundbreaking styles and silhouettes that maintain comfort and shape throughout the duration of wear.