Replay looks towards fitness with its Hyperskin jeans

By

Olivier Guyot

Published
Oct 28, 2015

Following a collaboration with FC Barcelona football players, Replay explores another segment which is going full speed ahead. The Italian denim brand has created the Hyperskin model in response to the athleisure trend: fashion apparel that is comfortable and suitable for practicing yoga or fitness training.

The brand called upon Russian model Irina Shayk and the 180 Amsterdam communications agency to shine the spotlight on its new product's features.

The Hyperskin material was created together with denim manufacturer Isko and it extends in two directions, giving the product great elasticity. The brand also highlights the jeans' lightness - they weigh only 7 oz - and the fact that they are entirely made out of natural fibres.

Replay features two models in this first collection set to reach its stores and retail network: a pair of jeggings (€129) and a pair of super skinny, 5-pocket jeans (€149), both tight-fitting and available in grey, navy, marbled and intense black colour.

Fashion Box, Replay's parent company, has a network of 3,000 retail outlets and 200 stores worldwide, with 87% of its revenue generated outside Italy.