Replay

Replay was founded in 1978 by Claudio Buziol, Replay initially specialised in casual shirts, the first jeans came in 1981.

In 1990 Buziol went to Japan and discovered a denim factory using old American looms that used a procedure called 'ring-ring' or double ring spun. The “ring-ring” fabric was both soft and strong and made it possible to give comfortable fabrics a heavy treatment, creating the genuine vintage look Replay is famous for. Success started there and then, and the “new” the double ring denim jeans from Replay sold more than one million pieces in the following two years.

For Buziol it was extremely important that each jeans had a unique and “real” look. A good example of this urge is himself as a boy, sitting by the river in his hometown; washing and tearing his own jeans to achieve a genuine and authentic look.