Italian Jeanswear Brand Replay Comes to Brazil

The Italian designer jeanswear Replay comes to Brazil by the hands of entrepreneurs Alexander Brett and Luiz Vaiano. Two stores in São Paulo, inaugurated last week, on Rua Oscar Freire, and another for August, at the Iguatemi JK, plus 400 multibrand sales points in the country later this year.

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Responsible for the implementation and expansion of Calvin Klein in the country, in addition to having created the VR marks and Mandi, Brett spent two years researching the market for fashion and trends of world consumption after selling them to a holding company which owns other brands. The businessman identified that there was room for the marketing of a brand of jeans of high quality in the domestic market and accepted the invitation to bring REPLAY to Brazil. Luiz Vaiano is also an entrepreneur with extensive experience in the textile business, creator and CEO of Channel Concept, feminine brand with 30 years of history in the national circuit.

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Known for your young and innovative design, the Replay was created in 1978 by Italian Claudio Buziol from the desire to create a democratic and jeans only via The name he was born with the idea of strengthening the Mission of trademark reinterpret clothes from the past with a contemporary twist and today has among its ambassadors football player Neymar and models like Alessandra Ambrosio and Irina Shayk.

The Replay is in more than 50 countries in Europe, Middle East, Asia, Americas and Africa and has a distribution network with more than 3,000 points of sale and 200 stores. Your entire production is made in the town of Asolo, Treviso region, in Italy, in industrial and pole, where are made approximately 6 million pieces a year.

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The concept of Express stores the authenticity of products in a unique context that transmits the power of the brand. While natural materials like wood and iron evoke the industrial atmosphere, details like vertical gardens and neon turn the interiors creating a balance between art, products with high quality materials and sensory impact.

For 35 years, the Replay is synonymous with premium jeans and recognized for your excellent standard in denim. In 2010, was sold to businessman Matteo Sinigaglia who has been investing in the development and brand positioning in global character. In Brazil, the brand will offer casual pieces, accessories and footwear for men, women and children. And the flagship of Oscar Freire, will have a second-floor showroom where will present their future collections.