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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.


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. This combination of vast experience and advanced 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 environment.

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 license partners. In 1978 visionary entrepreneur Claudio Buziol registered the Replay brand. In 1981 he founded the company Fashion Box based in the hilltop town of Asolo (Treviso), a place of worldwide renown for creativity, which has been the synonym for the highest standards in the denim sector for more than 30 years. 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. 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 and shop in shop distribution network boasting 4,000 sales outlets with 105 retail stores and 125 corners. Exports account for 90,5% of the turnover.

Innovative flair, Italian design, and superior quality define Fashion Box S.p.A.'s philosophy, making them a major player in international denim styling and production. Fashion Box invests heavily in research and development, focusing on unique styles and eco-friendly manufacturing techniques.

Fashion Box's brands, including REPLAY, REPLAY&SONS, and WE ARE REPLAY, offer casual wear, accessories, and footwear for men, women, and children. The company's product vision, expansion into new markets, and increased control of the distribution network has resulted in a prominent presence in over 50 countries across Europe, the Middle East, Asia, America, and Africa.

With 4,000 sales outlets, 105 retail stores, and 125 corners, Fashion Box is a leading force in the denim sector, and exports account for 90.5% of their turnover.



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.

Fashion Box's headquarters is a 25,000 square-metre reproduction of an early 20th century American industrial building, located at the foot of the stunning Asolo hills. Here, the Replay concept comes to life, fusing old and modern, past and future, tradition and technology.

With a focus on being globally present while maintaining a local heart, Fashion Box is committed to a development strategy that reflects this ethos.


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.

Fashion Box has successfully established a global presence, operating in over 50 countries across Europe, the Middle East, Asia, America, and Africa. Its wholesale distribution network has over 3,000 sales outlets, including 200 retail stores



Claudio Buziol registers the REPLAY brand.


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.


Fashion Box, specialising in casual shirts, is founded.


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.


Replay reinvents double-ring denim jeans. In just two years production reaches one million garments.


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.


The Replay total look is expanded to thousands of articles in the collection. A kids’ clothing line, REPLAY&SONS, is launched.


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.


Replay branches into underwear design. The group expands to new Asian and Middle East markets.


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.


Fashion Box builds its new 25,000 m2 headquarters in Asolo near Treviso.


International star player and Captain of the Brazil national football team, Neymar Jr., joins Replay as ambassador for a three year contract.


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.


The Corporate structure and ownership welcomes Belle International as shareholder, with Equibox maintaining majority and control of the Company.


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.


Neymar Jr. and Replay confirm their synchronicity and renew their partnership for another 3 years.


WE ARE REPLAY, the Group’s high-end jeans wear line, makes its appearance.


Replay starts a 4 year partnership as “Official Denim Partner” with Paris Saint-Germain football club.


The Replay brand celebrates its 25th anniversary at the Abbey of San Gregorio in Venice.


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.


Autumn sees the arrival of the new Replay Fragrances, the Replay Time&Jewel (watches and jewellery) and the Replay Underwear lines.


Replay hits another milestone by turning 40 year old. As part of its broader strategy of sports sponsorships, Replay announces a collaboration in the world of athletics with the legendary Usain Bolt.


The company boasts a total of 200 stores.

The Replay on-line flagship store opens in May.


Replay further elevates its sponsorship strategy by putting its name beside a leading light of sporting excellence by announcing its entry into the world of tennis with its sponsorship of the prestigious Rolex Monte-Carlo Masters.


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 120 mono-brand stores and 90 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 manages 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 industrial archaeology, a skilled human hand has transformed the interiors to create a perfect balance between art, matter and sensorial impact. Opened in 2014, the Milan Replay flagship store, Replay The Stage, designed by world famous design studio Roman and Williams, took the retail concept even further. Inspired by denim’s connection to the movie and theatre world, the store is a dynamic film set where customers star in an ever-changing cinematic 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.

Replay The Stage is a multi-level experience that is fun, enthralling and conveys a glimpse of movie magic and the creative process. The building features, besides the various rooms that make up the Replay store, also a cafe on the ground floor, an American bar and a gourmet restaurant on the upper level.

The Replay Stores Project has been a driving force in the brand's international expansion, with 120 mono-brand stores and 90 corners and shop-in-shops. The innovative design of Replay stores showcases the authenticity of the products in a unique and original context.

The stores concept goes beyond the traditional idea of displaying goods and instead focuses on the emotions connected to nature and organized space. The use of natural materials like wood and iron, combined with skilled craftsmanship, creates a balance between art, matter, and sensory impact.

The flagship Milan store, Replay The Stage, takes the retail concept to a new level, featuring a dynamic film set that allows customers to star in their own cinematic spectacle. With a cafe, American bar, and gourmet restaurant, Replay The Stage is a multi-level experience that captures the magic of movies and creativity

Most recently, Replay proudly launched the flagship Australian store in Melbourne at Chadstone, The Fashion Capitol.