Reliance Brands , a subsidiary of Reliance Industries India , is now set to expand the Italian Denim brand – REPLAY in India. The target is to open four stores and increasing the count to ten by 2021. The first exclusive store is opened in Gurgaon, Delhi following the future inaugurations that will take place in various other parts of Delhi NCR and Mumbai. The company will also put forward the REPLAY’s denim collection on the Relaince owned e-commerce platform Ajio.com.

Reliance Retail has a portfolio of over 40 international brands, including Kate Spade, Muji, Steve Madden, Superdry, Diesel, Hunkemoller, Iconix, Juicy Coutur , Gap etc, that spans across the entire spectrum of luxury, bridge to luxury, high-premium and high-street lifestyle. Reliance Retail operates over 661 stores for these international brands and continues to partner with new and revered international brands. The strong brand portfolio reinforces Reliance Retail as a partner of choice for best international brands.

Next year, Replay will also retail via Reliance Brand’s multi-brand store outlet- The White Crow – which currently has a store in Ahmedabad. Indians have now started spending on brands and that creates a huge market for these international brands in India .The growing competition in the apparel and branded market of denims leads the big and international brands to set their paths in different parts of the world including the developing nations.

“Contrary to belief premiumisation of denim is happening at a very fast pace, especially among male shoppers,” said Manu Sharma, business head, Replay India, at Reliance Brands Ltd.

Replay will retail in India starting INR 7,999 (About $ 110) for a pair of denim, going upwards of INR 20,000 (about $ 300) .

“One thing in India is to get the pricing right…we have tried to match the entry price points available for the brand globally,” Sharma added.

Replay has been going through tough times in its European and other operations and it is eagerly seeking international markets for a lifeline . It remains to be seen if India can be that life saver market for REPLAY

Hyperflex + washes range from ultra black with a resin coating to a sanded black with distressed areas and localized abrasions to create a used effect, also available in a blue-black version that brings out shades of indigo. Models in grey tones range from a random cloudy wash to a mid-grey, in both clean and used versions. All garments have undergone the same 3D drying process that gives a worn look to the apparel. While Hyperflex, the brand’s well-known bestseller, is provided with a 100% elasticity in the weft, Hyperflex+ new elasticity offers an innovative three-dimensional flexibility. The recovery power feature due to the fabric composition ensures a perfect multidirectional fit which lasts over time.

The brand has featured Neymar Jr. and Emily Ratajkowski in their campaign and launched a special Halloween edition of Hyperflex+ on Oct 31. Zombies have been projected as wearing STIFF JEANS with whom both Neymar Jr. and Emily seemed to be fighting to flaunt their Hyper stretch jeans. Check out the video and the collection below :

https://www.youtube.com/watch?v=o4srZxbe4b4

SLIM FIT HYPERFLEX+ ANBASS JEANS

Men’s slim fit Hyperflex+â„¢ jeans 12oz, with blue-black tone wash, with handmade abrasions and whiskers, light contrasts and used areas, final 3D mannequin dry. Regular waist with slightly tapered leg, zip fly, coin pocket with iconic gull stitching.

HYPERFLEX+ DYAGO SLIM FIT JEANS

Men’s slim fit Hyperflex+â„¢ jeans 12oz, with ultra black tone wash, resin washed and 3D whiskers created on a mannequin, final tumbler for a shiny effect. Regular waist with low crotch and slightly tapered leg with ribbed cuffs, zip fly and drawstring at the waist, ergonomical cuts on the knee and squared patch pockets

SLIM FIT CHINO CHELM HYPERFLEX+ JEANS

Men’s Hyperflex+â„¢ slim fit jeans 12oz, with ultra black resin wash and 3D whiskers handmade on a mannequin.

HYPERFLEX+ LUZ SKINNY FIT JEANS

Women’s skinny fit jeans with push-up effect in Hyperflex+â„¢ 12oz cottonblend, with black tone wash with marble finish, with handmade 3D whiskers, used areas, and abrasion, final dry on a 3D mannequin. Metallic R-shaped stud on the right back pocket, logo tag on the waistband and zip fly.

HYPERFLEX+ JAIDE REGULAR FIT JEANS

Women’s chino Hyperflex+â„¢ regular fit jeans, 12oz, with ultra blackresin wash with handmade 3D whiskers with pleated front, slightly tapered leg and ribbed cuffs, zip fly, side pockets and back welt pockets.

Pic Courtesy : Replay Jeans

ANBASS | Slim Fit – 100% Cotton

L.I.F.E. LASERBLAST INNOVATION FOR EARTH – This slim fit jeans has been artistically created using ‘REPLAY LASERBLAST’ technology reducing the amount of water used and aged ecologically with natural mineral pigments to create an emotionally charged denim with a reduced impact on the environment.

ANBASS  | Slim Fit – 100% Cotton

Slim fit zip up 5-pocket jeans with regular waist, slight tapering toward leg bottom. Medium tone wash with areas of wear&tear, sandpapering on whiskers, hand abrasions with mends & inside denim patches. Delicate dirtying, pigment spraying and dry brushing, whiskers & chunky pleats .

JETO | Slim Fit -100% Cotton

Regular fit straight-leg 5-pocket jeans with button closure. Medium/dark wash with whiskers, sandpapering on chunky pleats, lastly delicate dirty treatment.

TEMAR  | Carrot Fit – 100% Cotton

Details: Replay Maestro Selection denim for carrot fit 5-pocket jeans with button closure, regular waist, slim leg & dropped crotch. Medium tone destroyed wash with whiskers, sandpapering on chunky pleats. Hand abrasions, inside patches, dirty treatment to conclude.

WAITOM | Regular Slim Fit- 100% Cotton

Details: L.I.F.E. LASERBLAST INNOVATION FOR EARTH  – this jeans also created with Replay Laser Blast technology.

WAITOM  | Regular slim Fit – 98% Cotton, 2% Elastomer

Details : Regular slim fit 5-pocket jeans with button closure, regular waist & straight leg. Dark multicolor cast wash with sudsy treatment. Whiskers, sandpapering on chunky pleats.

WAITOM  | Regular slim Fit – 100% Cotton

Details: Regular slim fit 5-pocket jeans with button closure, regular waist & straight leg. Black denim with dark grey hue thanks to serious distressing: tie-bleach effects, micro pleats at thighs, sandpapered whiskers, areas of wear&tear, strong contrasts from corrosive spraying, whiskers & chunky pleats to conclude.

WAITOM | Regular slim Fit – 98% Cotton 2% Elastomer

WAITOM  | Regular slim Fit – 100% Cotton

Details: 5-pocket zip up slim fit jeans with regular waist. Dark wash with strong laser whiskering, hand abrasions on pockets & leg bottoms, final brush dirtying.

Replay Jeans Fall Winter 2014 Campaign  features the Brazilian model  Francisco Lachowski.  Here are some images with the model with some cool denim pieces including raw denim jeans,  from this collection.

REPLAY Jeans | Company Overview
Established in 1981, Fashion Box S.p.A. is now one of the leading international companies in the denim sector. The Italian Group which is based in Asolo (Treviso) creates, promotes and distributes men’s, women’s and children’s casual wear, accessories and footwear.