Replay CEO: ‘Genuineness and Authenticity Are Currently the Greatest Luxury’

In the ever-evolving world of fashion, where trends shift like the wind, one brand stands out for its commitment to authenticity. Replay, the Italian denim brand, has recently reissued a denim classic from the 90s: the ‘9zero1’. Led by Matteo Sinigaglia, CEO of Replay’s parent company Fashion Box SpA, the brand aims to redefine its history and relevance.

The 90s Revival: The ‘9zero1’ Returns

The ‘9zero1’ jeans model, along with iconic names like Diesel Saddle and Levi’s 501, dominated denim sales in the 1990s. Now, Replay is relaunching the ‘9zero1’ in four different washes, including indigo, black, and blue with a red cast. This revival pays homage to the past while embracing modern aesthetics. The jeans appeal to both women and men of all ages, catering to diverse needs.

Replay CEO
Replay CEO

Authenticity: A Guarantee for the End Customer

According to Sinigaglia, authenticity is the brand’s greatest asset. “You can’t invent authenticity,” he asserts. Replay’s enduring relevance lies in its ability to stay true to its roots while innovating. The ‘9zero1’ represents this delicate balance—a blend of history and contemporary style. By bringing back this iconic model, Replay communicates its genuine story to a younger generation.

Looking Ahead: The Path to Going Public

Replay’s growth trajectory remains impressive. After a 23% increase in 2021, sales soared to €340 million in 2022. Sinigaglia’s dream of taking the brand public is still alive, with preparations underway. An initial public offering (IPO) by 2025 is within reach. As Replay navigates the challenges of 2023, its commitment to authenticity remains unwavering.

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