Interview with Marta Sinigaglia

Replay is synonymous with high standards in denim production and has a strong brand DNA built over more than 40 years. Our strength lies in consistency, plus our culture in terms of how we make the product. Together with know-how and competence, these have made us a major player in the international arena of premium denim and casualwear.

In addition, there is a great focus on our key strategies: a precise vision of our products, expansion to new markets, and a careful control of our distribution network.

An innovative touch, distinctive Italian flare and superb quality of our products have always been the three cornerstones of Replay’s philosophy.

The combination of our vast experience and advanced know-how, together with constant research for a unique style and sophisticated manufacturing techniques, make up the intrinsic value of Replay. For this reason, the majority of the company’s investments are focused on styling research and on R&D applied to manufacturing techniques, especially in terms of eco-sustainability and respect for the environment.

We have been among the first ones in 2010 to introduce sustainability in our sector and to develop new technologies and treatments such as laser (Replay Laser Blast), natural pigments (Replay Life) and less water consumption (Replay Water Zero). In the beginning, this form of sustainability was ‘reactive’ as it worked backwards (less water, less pollution, less chemicals), while lately we have introduced a new form of ‘proactive’ sustainability introducing Hyperflex Re-used where the priority is managing resources based on their environmental impacts. We have devised RE-USED in order to deliver a futuristic and innovative sustainable approach: featuring new fabrics made by blending reused cotton and recycled polyester. Where the creation of waste is currently unavoidable, we will strive to reuse, recycle, or recover wasted resources, and that includes energy recovery. When raw cotton is processed into yarn, 10 per cent of it is typically lost as waste. We continually strive to trace, track, and monitor this loss and reuse the cotton by adding it back into the spinning process. Secondly, producing recycled polyester uses less energy than making a new one and reduces the dependence on petroleum as a raw material. Both factors reduce our overall carbon footprint. Consumers want to live in a better world. And being sustainable in today’s market is a must: it should be a consumer right.

Replay changed the rules of denim by stretching the limits of the manufacturing process, then brought the concept to the fore by launching the Replay Hyperflex collection in 2014, an innovative product where the stretch denim experience attains smart new heights.

The main features of Replay Hyperflex are high elasticity, excellent fabric recovery and superior comfort. This means that Replay Hyperflex offers complete ease of motion, great shape retention – no sagging or deforming even after considerable wear, plus a luxurious feel.

In 2018, Replay launched its new Hyperflex+ collection, which is once again leading the way in denim innovation. With enhanced 100 per cent elasticity, super recovery and superior comfort, Replay Hyperflex+ is the super-denim that offers complete freedom of movement. Made from an innovative mix of special fibres, it goes a step further, providing a three-dimensional flexibility in the threads running vertical, horizontal as well as oblique.

Moreover, Replay Hyperflex+ stands the test of time thanks to the ‘recovery power’ feature and has a superior feel to the touch.

Heritage, authenticity and sustainability are the cornerstones of the Replay Fall Winter 2022 collection, where in addition has been introduced the brand new Recycled 360. Recycled 360 is a new entry in the Replay denim range, both for him and for her; it aims to minimise the use of virgin fibres by using at least 50 per cent recycled polyester and cotton recovered from production and prototyping processes. The production processes ensure 65 per cent reduction in water consumption, with an overall reduction of the ecological footprint by 45 per cent. The collection has different fits, both regular and skinny, with a wide range of washes.

Replay focuses on appealing to consumers who are looking for investment and quality with any denim purchase. Owing to the brands dedicated research and knowledge of materials, textile production and washes, these individuals are able to recognise the authenticity of garments via small details that any denim purist looks for.