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Two brands with a shared spirit of vibrant individuality – rebel-at-heart HUGO and Italian premium denim specialist Replay – come together this Fall to launch a co-created capsule collection dedicated to self-expression.

Bringing together a mix of classic and trend-driven denim styles with easy-wear jersey pieces, HUGO | Replay presents clean and simple silhouettes designed to be interpreted by the wearer to reflect their personal style.

Launched as part of the Fall/Winter 2022 season as HUGO strengthens its denim offer throughout its collections, each HUGO | Replay style features a signature red label that brings together the logos of both brands. The capsule is developed in certified organic cotton fabrics throughout.

For him, a classic denim jacket and straight-fit jeans, in a light, medium, or dark wash, are joined by an overshirt and matching jeans that offer a tailoring-meets-workwear aesthetic. Four crew-neck tees deliver four different spins on the bold HUGO | Replay logo, while a garment-dyed indigo tee and matching hoodie complete the line-up.

For her, boy-fit jeans in three washes and a choice of relaxed, drop-shoulder tees are joined by a trend-driven cropped jacket with raw edges and matching balloon-fit jeans, in a nod to the fashion acumen that runs through the collection.

TikTok creators Oluwanifewa Agunbiade (@Itsjustnifee), Louis Powell (@youngmanpowell) and Isla Loba (@isla) star in a playful social-first campaign, shot in London, to mark the launch. Each individual shows how they incorporate the HUGO | Replay collection into their day, putting together a series of different outfits by adding their own accessories, styling pieces, and – of course – attitude.

HBME_110_HUGOxReplay_Nife_KV_9x16_withicons   HBME_110_HUGOxReplay_Isla_KV_9x16_withicons    HBME_110_HUGOxReplay_Louis_KV_9x16_withicons

TikTok also offers instant inspo thanks to a branded “Replay Your Day” rewind effect released to mark the launch. Creators will use the effect to create dynamic and immersive content as they switch up the collection from day to night.

As word spreads about the collab, a #HUGOReplay hashtag challenge will give all TikTokers access to the exclusive rewind effect, branded graphics, and audio assets – an invitation to play with filters and transitions to create fresh and fun TikToks that inspire new ways to style denim.

Designed with denim lovers in mind, HUGO | Replay is all about expressing your individual creativity, putting together unique looks where fashion meets fun.

So, how will you wear it?

The HUGO | Replay collection drops  in HUGO and Replay Stores worldwide and online at hugo.com and replayjeans.com.



About Replay and Fashion Box S.p.A.:

Founded in 1981, Fashion Box S.p.A. is a global leader in the denim segment. The Italian group, based in Asolo, in the province of Treviso, creates, promotes and distributes casual wear, accessories and footwear for men, women and children under the brands REPLAY, REPLAY&SONS and WE ARE REPLAY. Fashion Box is currently present throughout Europe, the Middle East, Asia, Latin America and Africa, in a total of over 50 countries. The wholesale distribution network includes 4,000 stores, 124 single-brand stores and 213 corners and shop-in-shops. Exports account for 90% of turnover.


HUGO, the younger of the HUGO BOSS brands, is the platform for self-expression and authentic dressing. Globally engaged, always curious and uniquely expressive, HUGO creates clothes for those who lead rather than follow to push individuality and boundless styling forward. HUGO BOSS, comprised of its two brands: HUGO and BOSS, is one of the leading companies positioned in the premium segment of the global apparel market. The group offers collections in 128 countries at around 6,800 points of sale and online in 59 countries via hugoboss.com. With approximately 14,000 employees worldwide, the company, based in Metzingen, Germany, posted sales of EUR 2.8 billion in the fiscal year 2021.




INSTAGRAM: https://www.instagram.com/replaygreece/?hl=el

FACEBOOK: https://www.facebook.com/ReplayGreece

YOUTUBE: https://www.youtube.com/user/fbgreece

TIKTOK: https://www.tiktok.com/@replayjeans




Olympiacos and Replay make the strongest team, with a long-term collaboration, according to which REPLAY is the Official Supplier of Casual Clothing of the team and its executives!

For another year Replay, faithful to the appointment and the high standards of this cooperation, handed over to the team members the casual clothing, which includes: Light blue polo shirt, with a stamped detail of the Olympicos FC logo on the back, the tema’s motto “we keep on dreaming” on the sleeve and red details on the sleeves and the collar. Five-pocket denim pants, in dark blue shade, from the ecological series of Replay Hyperflex Bio, made of organic cotton and recycled polyester with environmentally friendly treatments, which has an ultimate comfortable fit, stamped the logo of the team inside and embroidered the name of the team at the height of the left pocket and also lanyard in the colors of the team. Denim shirt made of 100% cotton, which also has the embroidered logo of the team, sewn with red thread. The look completes the elegant, comfortable and impressive denim jacket, with pockets and inspired by the 1980s, in dark blue, with the team logo stamped on the sleeve.

This exclusive Replay for Olympiacos FC collection will accompany the players and the coaching team, in every casual appearance, offering comfort and style in travel, and every moment of the day!

Red makes the difference for another year!


Youtube Video link:  https://www.youtube.com/watch?v=vdZByssqUBE




New Replay capsule collection signed by Neymar JR
at an event – overproduction, in Düsseldorf!


On 13 February, in the evocative setting of Areal Bohler former steelworks, an industrial site dating back to the early 1900s, now renovated in accordance with the original style and architectural elements: the ideal stage for exalting the mood and peculiarities of the collection.

The exclusive guests partied to the multicultural notes of the resident DJ Paquita Gordon, Milan-born but with an international vocation: in addition to Neymar JR, the Brazilian champion brand ambassador and now established celebrity thanks to his huge social following, there were top buyers, press, models and celebrities of international fame, true Replay Friends, including Oscar-winning actor Adrien Brody, Victoria’s Secret angels Alessandra Ambrosio, Joan Smalls, Izabel Goulart, F1 champion Lance Stroll, the fashion influencer Chiara Biasi and a host of German celebrities such as Caro Daur, Janin Ullmann and Ann-Kathrin Götze.

1.Neymar Jr_Matteo Sinigaglia 2. Alessandra Ambrosio_Neymar Jr 3. Adrien Brody

4.Joan Smalls  5. Chiara Biasi  6. Izabel Goulart_NeymarJr_Alessandra Ambrosio

The exclusive party featured moments of the very best in entertainment: acrobatic numbers and light shows, enhanced by the extraordinary industrial skeleton of the location.

The special guests for the evening were the Flying Steps, the Berlin urban dance company that has graced the biggest international stages; guests at the Replay party were entertained by a unique artistic performance and spectacular break dance choreographies.Live Show with Lous and the Yakuza and exceptional DJ set with 2manydjs, an internationally renowned Belgian duo.

The collection – a total look for men consisting of 5 garments representing the perfect blend of authentic Replay style and the personality of the Brazilian champion – was revealed in a preview by Peek & Cloppenburg* (Düsseldorf), a German fashion group with 140 stores in Europe.


Replay new Official Sponsor for formal and fashion wear of Ajax AFC 

Asolo, January 29th – Replay and AFC Ajax have signed a sponsorship agreement for the coming four seasons. From July 2020 Replay is Official Sponsor and will design the official formal wear and fashion wear of the Ajax professional football teams. Besides a yearly new look for Ajax players, staff and board, Replay and Ajax will also introduce an exclusive Replay x Ajax collection for fans.

Matteo Sinigaglia, CEO of Fashion Box SpA, Replay’s parent company: “When we first met Ajax in our hometown Asolo, there was an instant click. Our shared passion for football, the history of the club, the current performances, their belief ‘for the future’ and their creative spirit proved to us that Ajax fits in our international partnership strategy. We look forward to show our new collections, content and distinctive approach to all the fans in the Netherlands and the rest of the world.”

Menno Geelen, CCO of AFC Ajax: “With great pleasure we welcome Replay as our new fashion and formal wear sponsor. Replay is planning to further strengthen the Replay brand awareness in Netherlands, we will support them with that. We will become part of the international Replay family; after re-signing Neymar Jr and the recent deals Replay made with Paris Saint – Germain and with All Blacks, and their plans for the near future I can proudly say we are in good company. An international brand like Replay welcoming Ajax in their portfolio underlines our growing global attractiveness.”

Ajax 1, ‘Young Ajax’ and Ajax Women will wear the new Replay formal and fashion wear collection as of the start of the 2020-2021 season. Replay and Ajax will work together to develop an exclusive Replay x Ajax collection, more details will be revealed mid 2020.



Asolo, 30th October 2019 – Replay’s parent company Fashion Box has signed an agreement with internationally-acclaimed football club Paris Saint-Germain to become the Club’s “Official Denim Partner” for the next 4 seasons.

In addition to intellectual property, marketing and digital rights, Replay and Paris Saint-Germain will work hand in hand to develop exclusive premium capsule collections, which will be available from 2020 via the official Paris Saint-Germain sales network and through Replay’s retail and online channels.

Matteo Sinigaglia, CEO of Fashion Box SpA, said: “In a scenario that sees football as the most loved sport in the world, with over 2.5 billion fans spread across 5 continents, we have actively pursued this partnership which will enable us to strengthen our presence in the football world, which is, like ours, founded on great passion. Paris Saint-Germain is a Parisian team, the winning symbol of a city and a country we feel a great affinity with; it is the fastest growing brand in football and its amazing international reach should boost our global exposure. Given the fantastic collaboration already in place with football icon Neymar Jr., it felt like a logical next step to join forces with a team made up of football superstars and with a first team that includes 10 different nationalities.”

Marc Armstrong, Paris Saint-Germain Chief Partnerships Officer, added: “We are delighted to welcome Replay to the Paris Saint-Germain family. Our brands share a common ambition to connect with a young and fashion-conscious audience worldwide while embodying the values of Paris.  In recent years, Paris Saint-Germain has become the epitome of sport and style and we look forward to working closely with Replay to develop creative products and content for our global fan base.”

In line with the Club’s unique sponsoring approach, the partnership between the two brands will go far beyond traditional marketing rights to involve creative collaborations ranging from digital to retail experiences.

Paris Saint-Germain

Paris Saint-Germain football club was created in 1970. Ever since QSI purchased the club in 2011, Paris Saint-Germain has undergone a transformation to become one of the world’s top football clubs and global sports brands. The Club has reconnected with Paris under the philosophy of “one unique city, one unique club”.

The Club has won 22 trophies in just eight years, for a total 40 in its history, making it the most successful football club in France. Paris Saint-Germain has attracted many great players including Ronaldinho, Beckham, Ibrahimovic, and currently Neymar, Mbappé, Cavani, Thiago Silva, and more.

The international popularity of the Club never stops growing. It is now the one of the most followed clubs in the world, expanding from zero to a community over 73 million social media followers in just eight years. In 2018, it opened international offices in Doha, New York and Singapore. The Club – which includes men’s football, women’s football, handball and judo squads – made the ground-breaking move to incorporate an e-sports team in 2016.

Giving back to the community is fundamental to the Club, which has drastically increased the capacity of its Foundation to develop wide-reaching and efficient programmes. Just one of its many projects, the Red & Blue School allows the club to help underprivileged youngsters.

tupac regular 2


REPLAY Tribute 2Pac – A Limited Edition Capsule Collection


Dedicated to people who became icons through innovation and made this a better world.

Replay Tribute is a limited-edition collections project that takes inspiration from major icons from the past who still influence entire generations. Following a tribute to Nirvana, Replay is now celebrating one of the greatest rappers, lyricists and poets of the modern era: Tupac Shakur.

Tupac sold over 75 million records worldwide and remains one of the most iconic and influential rappers of all times. Over twenty years after his death, he continues to be remembered as a crusader for resistance and activism in the fight against abuse of power and oppression, documenting both the struggles of the streets and the contradictions of success. His canon remains a social manifesto and a point of reference for those still fighting racism and injustice.

The Replay Tribute 2Pac collection combines sport and streetwear influences to create timeless iconic pieces for men and women. The designs feature handwritten poetry and iconic photographs approved by the Estate of Tupac Shakur.

The entire collection is marked by metallic inserts and details, with all accents, labelling and prints in distinctive gold.

The men’s t-shirts, made of soft and comfortable fabrics, are made using cuts and stitching from the active world. They feature regular fit as well as a millennial fit with slightly longer sleeves. A sporty matrix for the women’s t-shirts too, which come in a regular fit, over-cropped, vest, and roll-up sleeves.

The look is completed with regular fit denim jackets in black for him and light denim wash for her; both decorated with a luxurious 4 colours print on light tech fleece in the back.

The whole look is rounded off with streetwear-style caps and sneakers, available in black, white and silver bearing the same customisations as the garments.


Remastered Archive

 Active Downtown, Tech Fleece, Black Holiday, logos and eco-friendliness: these are the key words in the Winter 2019 collection. References to the sport world, and to the carefree lightness of the eighties, all interpreted with classic Replay flair. 


ACTIVE DOWNTOWN: the mood is aligned with the streetwear range, and includes a vast selection of long- and short-sleeved polo shirts, both basic-style and rugby-inspired (which in some cases can replace a sweatshirt for everyday use), the college-style interlock bomber jacket with its bold colours and yellow details, and basic sweatshirts with a flock-print Replay logo. The collections include four different logos, retrieved from the Replay archives of the ‘80s/‘90s, and revamped with applications and embroidery. The new addition is the sweatshirt/shirt, suitable for a wide variety of uses and conceived for a younger, original, sporty customer. Not to be missed is the flannel shirt with heat-taped seams. Featuring checks and a straight fit, combined with a sweatshirt and worn denim for a very young, somewhat grungy look: CHECK&SWEAT!

URBAN OUTDOOR: the range of outerwear meets all the needs of the season: the lightweight nylon jacket in a range of colours is slightly padded, with sporty details on the cuffs or side strips, and a contrasting logo printed on the back of heavier multicolour down coats. Colours are bright: red, royal blue, yellow. Iconic pieces: the reversible down jacket that becomes a warm polar fleece, or the vinyl-effect down jacket with Replay logo on the collar and karabiner zip details, or the slim-fit sheepskin leather jacket. A special eye to environmental sustainability, with the sporty faux-down coat to be used as an under-jacket or as a standalone for the spring and fall, with a filling made of recycled PET, offering the same thermal performance and great fit as real down. This eco-friendly filling is also used in the eighties down jacket with its oversized fit, for the ultimate sporting look. Basic knitwear is a staple as ever, in faded-effect cotton, in addition to heavier-weight sweaters, with a soft, warm feel.

TECH FLEECE: sports pants and jackets feature a zip in technical fabric and colours typical of the sports world, reinterpreted in the Replay style with a slim-fit biker look and logoed side strips.

BLACK HOLIDAY: sweatshirts with faux leather inserts, shirt jacket with a gothic pattern, lined leather jacket with top-stitching on the shoulders and sleeves, or with contrasting electric blue lining.


ACTIVE DOWNTOWN: a mood in which soft, practical materials are key, proposed in a vast range of sweatshirts and trousers. The sweatshirt comes in a huge variety of proposals: presented with a refined, hyper-feminine logo, animalier lurex cuffs and drawstrings, and a wide-fit silver-laminated sweatshirt. The velour jumpsuit is a must have for winter 2019, as athleisure receives a fly revamp.

URBAN OUTDOOR: the women’s outerwear meets any needs: bomber jackets, down coats, leather coats, corduroy jackets and thick-and-thin corduroy overcoats. From the snakeskin-print nylon jacket to the short, oversized bomber jacket with a drawstring at the waist to gather it in, to the metallic-effect nylon jacket with warm filling and belt at the waist. The feminine A-line down jacket features a strikingly contrasting lining. The Replay woman, like the man, pays careful attention to the environment, wearing a very warm yet lightweight membrane faux-down coat that does not contain any feathers at all. There is plenty of sporty outerwear, with three different lengths to choose from (short, medium and long), complete with bold logos and contrasting colours, drawstrings, logoed strips and waterproof coated zips.

The TECH FLEECE package is updated with the introduction of the bomber sweatshirt with tone-on-tone lurex logoed strips. Tech Fleece trousers are also available: sporty pants, Replay-style, part biker, part graphic design, in a new boot cut.

SKY HIGH: lurex, along with embroidery and jewel appliqués, are details found in both the tops and bottoms of this collection: this is the more elegant, feminine side, with jewelled denim representing the essence of the Replay woman.

Another key theme is see-through, with transparent inserts and devoré parts in sweatshirts and sweat dresses, echoing the BLACK HOLIDAY package. Jacquard velvet dresses, lurex sweaters with leather wrap over skirts with a deep split, or with roomy, fringed denim shorts, a masculine jacket with satin lapels, played down with sport-striped trousers, long, starry dresses matched with a biker jacket complete with studs on the elbows. An aggressive look with an animalier print shirt in shades of red, over high-waisted leather shorts. A striking romper with green all-over animalier print and red snakeskin print dress.

The Replay woman loves contrasts: a checked flannel shirt with sequined trousers or skirt. The hound’s-tooth skirt is given a revamp with raw-cut edges and an elegant lurex yarn, and combined with checked shirts. The yellow checked shirtwaist shines out under the long woollen hound’s-tooth dress. The versatile black denim jumpsuit can be complemented with a fluo sheepskin if you dare! Another strong look: an animalier plissé skirt combined with a reversible polar fleece bomber jacket.


A wide variety of fits and styles for the Replay denim collection, for perfect combos with sweatshirts, shirts and outerwear from the Fall/Winter 2019 collection. Keywords: 

CONTEMPORARY HERITAGE: the most authentic part, indigo hues with rips, the true essence of denim

ROCK THE DENIM: the darkest denims, in blacks and greys

MAESTRO COLLECTION: this premium capsule collection is not to be missed, and is further developed with new washing techniques to ensure that authentic Replay look  

HYPERFLEX COLOUR adds 5-pocket pants to its range of chinos. 

As ever, the collection is built on clean, minimal lines, enhanced with abrasions and creasing to give the denim a used look. High priority is given to the environment and sustainability with Hyperflex+, treated with natural pigments in three different shades: dark, medium and light.




For the 4th year in raw, Olympiacos and Replay renew their cooperation, with Replay continuing to be the Official Clothing Supplier of team and the staff. REPLAY welcomed the players, the coaching team and representatives of OLYMPIACOS  FC, in a special delivery ceremony, held on Tuesday, September 24, at the Olympic Training Center in Rentis.

The red dynamic Replay signature, comfort and quality in every detail of clothes and accessories, will accompany every official appearance of players and team executives, inside and outside the boundary, throughout the 2019-20 season.

With its stylistic identity and Italian refinement, since it is exclusively tailored in Italy, the official Replay costume includes the navy blue suit, white shirt, red tie, belt and navy blue shoes with the distinct design REPLAY. Suits, in navy blue, give a formal tone to the look of the team accentuated by the red lining on the inside and the distinctive red scarf. Of course, the accessories and details that make the difference underlining the boldness of the look, are the red tie and the distinctive monogram R on the lapel, while the high quality leather shoes complete the set with the red Replay signature on the back.

In addition, the team was photographed wearing the Replay casual clothing that players wear on their cross-border games of the Greek Championship. Casual outfit of the team consist of a white polo shirt, denim shirt and the new Replay Hyprflex Chino pants from the innovative collection of Hyperflex – the innovative 100% rubber material, a unique fit, that gives total comfort to the movements – and leather shoes with the red Replay signature on the back.

REPLAY: Steady growth at a global level


Headquartes Fashion Box, Asolo – Treviso, Italy


Asolo, 8 March 2019 – Fashion Box, the company that owns the Replay brand, has experienced a decidedly positive 2018. With revenues of €237.9 million and EBITDA of €21.7 million (up 21% on the previous year), the Group is set to accelerate its pace of growth in 2019.

Fashion Box is historically an internationally-oriented company, as exports account for 85% of its total sales.

Matteo Sinigaglia, CEO of Fashion Box SpA, stated: “The positive results of 2018 are the reward of a long-term strategy based on the constant attention paid to the quality of our products and our ability to generate a steady stream of innovative projects. This goes hand in hand with an effective distribution strategy, implemented directly and through carefully selected partners. We will be aiming especially on the development of new markets, together with the strengthening of the existing ones in order to continue an organic and healthy growth.”

In view of its international expansion, last year Fashion Box entered into a strategic partnership arrangement with Reliance Brands Limited for distribution in India of Replay casual wear, footwear and accessories. The agreement, which came into being concretely with the deliveries for Spring/Summer 2019, will be based on a multi-channel distribution, with retail stores – with the opening of 2 flagship stores in Delhi and Mumbai in the next few months, as well as mono-brand stores and shops-in-shop in the most prestigious malls of the country – and through key e-commerce players in India.

Japan deserves a special mention, as the brand continues to grow through highly selective distribution in the main local department stores.

The Company’s growth plan also leverages on the Joint Venture entered into in December with Fashion Company for the distribution of the clothing, footwear and accessory lines in some of the main markets of Eastern Europe. The Joint Venture, majority-owned by Fashion Box, will become operational in Fall/Winter 2019 and expects to develop markets for the Replay products in Bosnia and Herzegovina, Serbia, Kosovo, Macedonia, Montenegro and Romania, both through the opening of 8 mono-brand stores by 2021 and the development of the wholesale channel.

In addition, Fashion Box is paying great attention to the Latin American market, which today for the brand is no longer just an opportunity but a tangible, important and fast-growing reality.

Replay Flagship Store – Milano, Italy

Thanks to 5 mono-brand stores and 2 outlets opened between April 2017 and December 2018, Brazil is currently the main market for the brand in Latin America. Replay Jeans do Brasil is also active in the wholesale channel and distributes the Replay brand through a network of 200 multi-brand retail stores in the country.

Another important market is Colombia, where, in addition to the two mono-brand stores opened in Bogota and Medellin at the end of last year, the Company will inaugurate 5 retail stores by 2022 and will continue with a wholesale distribution, which is already operational, serving multi-brand stores in strategic locations throughout the country and high-level accounts.

Replay is also present in Paraguay, with a store in Asuncion and a corner in the department store of Ciudad del Este.

In the European market Replay continued its own strengthening, with a double-digit organic growth rate in the wholesale channel, and particularly brilliant results in Northern and Central Europe, thanks to a very positive sell-through in the last few seasons.

Replay Ink Collection


For spring/summer 2019 Replay Footwear presents the Ink Collection project.

 The Replay Ink Collection is the perfect combination of athleisure and innovation, and is strongly anchored to the brand DNA. This special collection is made up of four models of sneakers for men and four for women, both available in low and high cut. Although the base is a one-color sneaker, white or black, the main protagonist is the logo: oversize, colorful and loud, in line with the macro trend of the logo-mania. The inspiration comes from the ‘90s and the all-over graphics are the result of a research from the original archives of Replay’s apparel collections. While the creativity draws on the authentic heritage of the brand, the printing technique makes this capsule an absolute innovation.