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Jun 16, 2014
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Replay plays denim eco-warrior

Published
Jun 16, 2014

Replay has just released a new promotional film as part of the launch of its LIFE capsule. And for the occasion, the brand has donned the guise of an environmental activist. The collection comprises two jeans designs for men and two for women, offering the unique benefits of Laserblast technology, a production method that reduces the environmental impact of jeans manufacturing. The capsule's name, LIFE Laserblast Innovation For Earth, pays tribute to this innovation.



Building on this technology, the Italian jeans brand owned by the Fashion Box group has created an activist ad campaign based that is currently airing on social media and on the brand's website as a short film. In a forest, demonstrators resist against the anti-riot police, wearing only jeans, their bodies tattooed with slogans. The clip is a sophisticated production that features Norwegian actress and model Aleksandra Orbeck-Nilssen and male Norwegian model Enoch Groven.

In addition to their careers, both are actively involved in movements to protect the environment. Orbeck-Nilssen founded the Nanofasa funds (www.nanofasa.com) for nature conservation in Namibia and her compatriot is the founder of the environmental news group Fashion Against Climate Change.

"Environmentalists are the heroes of the modern world," said Fashion Box CEO Matteo Sinigaglia in a statement. "They act without fear of consequences. This spirit of commitment to the environment is in the DNA of Replay. Throughout our history, we have always focused on innovative design and the Laserblast LIFE collection is our way of acting outside the box."

Aleksandra Orbeck-Nilssen for Replay.


The LIFE collection is already on sale, with the men's line offering a slim fit version of the brand's Anbass model, and a regular slim fit Waitom model. The items retail between 149 and 159 euros, depending on the finish. For woman, the capsule offers a skinny fit Luz model and the boyfriend jeans cut Pilar at 149 euros. Each model has been manufactured with Laserblast washing technology.

The brand already deployed an innovative aging technique using pressurized ice crystals to create Denim Zero, a capsule especially developed for the soccer team FC Barcelona.

This time round, Replay's Laserblast technology uses pulverized natural mineral pigments to dye jeans. Each garment is washed at low temperature with mineral pigments in shades of gray and brown ocher and dried on special mannequins in a three-dimensional shape. The brand claims it has produced one of the most sustainable denim lines ever.

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