Replay links with Aston Martin as car marque returns to F1

By

Nigel TAYLOR

Published
Feb 22, 2021

Italian brand Replay has become official denim partner for Aston Martin Cognizant Formula One Team. Replay will help dress the team, including drivers Sebastian Vettel and Lance Stroll away from the track.

The British car marque returns to Grand Prix racing after 60 years, making its debut in Bahrain on 28 March. The new Aston Martin F1 car debuts on 3 March.

Link-ups with F1 teams are increasingly important for fashion labels at all levels of the market. The car brands get valuable sponsorship cash and the fashion brands get massive exposure to a huge group of casualwear-focused consumers in the sports fanbase.

Jefferson Slack, managing director - Commercial & Marketing, Aston Martin Cognizant Formula One Team, said: “Style and fashion go hand in hand with our sport, and the clothes we wear speak volumes about our attitudes and values. We work hard and we play hard, and Replay’s lifestyle range is an ideal way to combine the world of fashion with Formula One.”

Matteo Sinigalia, CEO of Reply brand parent Fashion Box, added: “To work with such an iconic brand is a real privilege. As companies, we share many common attributes, such as craftsmanship, passion and innovation”.