Jeans are more than just a piece of clothing. They do not only last for a season. Jeans blend with the body, are molded by the body into an indissoluble whole, becoming one with the wearer in a sublime symbiosis. Jeans reflect just who we are – slipped on in seconds, shaped over the years as the fabric adapts to and enhances every single curve and fold.
This is why they’re so sexy. This is why they’re still so rebellious, still a symbol of dressing and thinking outside the box. Above all, this is what makes them so unique. No two pairs are ever the same, just as no two people are ever the same. Yet there’s nothing haute couture or high class about jeans. They’re democratic.
Retail has always been a powerful strategic lever for the brand’s international development and an effective way of projecting company image and philosophy. Hence the launch of the Stores Project in 1990. Now numbering 200 mono-brand stores and as many (190) corners and shop-in-shops, the innovative design of Replay stores expresses the products’ authenticity in a strikingly original context.
The Replay Stores concept aims to go beyond the classic idea of a store as a mere container displaying goods where quantitative and aesthetic factors dominate, by examining the emotions connected to nature and organised space, and the desire to find somewhere reinvigorating, even in the heart of the city. Thus, the perception of emotions is the starting point of the revolutionary Replay project that is manifest in the exciting, refreshing store design that man- ages to express both the Replay brand philosophy and the spirit of the city in which it is located.
While natural materials like wood and iron evoke industrial archaeology, a skilled human hand has transformed the interiors to create a perfect balance between art, matter and sensorial impact. The Milan Replay flagship store, Replay The Stage, takes the retail concept even further. Inspired by denim’s connection to the movie and theatre world, the store is a dynamic film set where customers star in an ever-changing cinematic spectacle: they ascend a large, open industrial steel staircase in the centre of the space and see equipment and elements that make up a true Hollywood stage. The rough- polished concrete floor leads to various painted stage sets, each of which reveals its special function; a sun-cracked abandoned barn in the American mid-west is mysteriously full of jeans, the Tailor Shop is a fully-working premises where customers may be measured and have a pair of jeans custom-made. Replay The Stage is a multi-level experience that is fun, enthralling and conveys a glimpse of movie magic and the creative process.