Replay changes the rules of denim by stretching the limits of the manufacturing process, then brings the concept to the fore by launching the Replay Hyperflex collection, an innovative product where the stretch denim experience attains smart new heights.
The main features of Replay Hyperflex are 100% elasticity, incredible shaping performance and superior comfort. This means that Replay Hyperflex offers complete ease of motion, great shape retention – no sagging or deforming even after considerable wear, plus a luxurious feel.
As for the fabric per se, Lycra comprises the corespun, Poly defines the middle, while the external layer of cotton is what gives the jeans an authentic denim look. The two top fibers protecting the Lycra ensure that the stretch factor is compromised by neither industrial nor domestic washes.
Fits for women go from a super skinny five-pockets with snug push-up bottom, to a skinny jean with distinctive biker-inspired detailing, all the way to the very latest in a straight leg style. Guys, rather, can choose between a skinny low waist five-pocket jean and a slimfit regular waist style with softly tapered leg.
The jeans come in three different washes: a very dark tone with rich sheen, a medium tone with pale yellow dirty tinge, and a light tone with quiet brilliance. In December Replay will also introduce a first colour capsule – black and light & dark grey, to be followed in February 2015 by one featuring a fab selection of bright upbeat hues: azure, lime green, coral red and white for her and red, hunter green, turquoise and white for him.
Replay Hyperflex will hit the market in October 2014. In addition to selling retail at stand-alone Replay stores, corners and in-store shops worldwide, the jeans will be available on the wholesale circuit and on the online shop
The in-store launch will benefit from an ad campaign involving experts from the worlds of soccer, dance, fashion and gymnastics, all of whom take part in special tests to see how far they can stretch the limits of the Hyperflex collection. In particular, as supermodel Alessandra Ambrosio dons the scientist’s smock to examine how the collection holds up when subjected to extreme dance steps, contortion moves and amazing soccer tricks, FC Barcelona stars Neymar Jr., Gerard Piqué, Luis Suarez, Andrés Iniesta and Ivan Rakitić work wonders with the ball while sporting the new Replay Hyperflex jeans.
Watch the campaign below.