About Us


JEANS ARE MORE THAN JUST A PIECE OF CLOTHING.

They do not only last for a season. Jeans blend with the body, are moulded by the body into an indissoluble whole, becoming one with the wearer in a sublime symbiosis. Jeans reflect just who we are – slipped on in seconds, shaped over the years as the fabric adapts to an

This is why they’re so sexy. This is why they’re still so rebellious, still a symbol of dressing and thinking outside the box. Above all, this is what makes them so unique. No two pairs are ever the same, just as no two people are ever the same. Yet there’s nothing haute couture or high class about jeans. They’re democratic.

FASHION BOX SPA

Innovative flair, Italian design, and superior quality define Fashion Box S.p.A.'s philosophy, making them a major player in international denim styling and production. Fashion Box invests heavily in research and development, focusing on unique styles and eco-friendly manufacturing techniques.

Fashion Box's brands, including REPLAY, REPLAY&SONS, and WE ARE REPLAY, offer casual wear, accessories, and footwear for men, women, and children. The company's product vision, expansion into new markets, and increased control of the distribution network has resulted in a prominent presence in over 50 countries across Europe, the Middle East, Asia, America, and Africa.

With 4,000 sales outlets, 105 retail stores, and 125 corners, Fashion Box is a leading force in the denim sector, and exports account for 90.5% of their turnover.

HEADQUARTERS


Fashion Box's headquarters is a 25,000 square-metre reproduction of an early 20th century American industrial building, located at the foot of the stunning Asolo hills. Here, the Replay concept comes to life, fusing old and modern, past and future, tradition and technology.

With a focus on being globally present while maintaining a local heart, Fashion Box is committed to a development strategy that reflects this ethos.

MARKET PRESENCE

Fashion Box has successfully established a global presence, operating in over 50 countries across Europe, the Middle East, Asia, America, and Africa. Its wholesale distribution network has over 3,000 sales outlets, including 200 retail stores.

TIMELINE

1978

Claudio Buziol registers the REPLAY brand.

1981

Fashion Box, specialising in casual shirts, is founded.

1989

Replay reinvents double-ring denim jeans. In just two years production reaches one million garments.

1991

The Replay total look is expanded to thousands of articles in the collection. A kids’ clothing line, REPLAY&SONS, is launched.

1994

Replay branches into underwear design. The group expands to new Asian and Middle East markets.

1996

Fashion Box builds its new 25,000 m2 headquarters in Asolo near Treviso.

1999

September sees the opening of a new 800 m2 store in Corso Vittorio Emanuele in Milan, which marks a new beginning in the Retail concept.

2001

The Sugi International Limited in Hong Kong signs a licensing agreement for the production and distribution of shoes under the REPLAY and REPLAY&SONS brands.

2003

WE ARE REPLAY, the Group’s high-end jeans wear line, makes its appearance.

2006

The Replay brand celebrates its 25th anniversary at the Abbey of San Gregorio in Venice.

2008

Autumn sees the arrival of the new Replay Fragrances, the Replay Time&Jewel (watches and jewelry) and the Replay Underwear lines.

2009

The company boasts a total of 200 stores.

The Replay on-line flagship store opens in May.

2010

Equibox Holding S.p.A. acquires 51% of Fashion Box. The new Retail concept is introduced to the flagship stores in Milan and Paris and celebrated with internationally-acclaimed events attended by celebrities from the world of music and entertainment.

2011

The Replay brand celebrates its 30th anniversary. The new Retail concept is also applied to the Barcelona and London stores. A number of important international openings take place with the company strengthening trade development in the Asian market. The Fashion Box Japan branch, direct distributor of all the brands, opens.

2012

The Dragon Box Trading subsidiary opens in March with the task of guiding trade activities in China. The company continues to develop the Retail channel worldwide. In July the opening ceremony for the first Chinese flagship store in Beijing (500 m2), in the Sanlitun Village, is held. The new Replay store in Daikanyama, in the centre of Tokyo, opens at the end of August.

2013

Replay signs a four-year deal with FC Barcelona to provide the first team, and the rest of the club’s sportsmen and women, with clothing and footwear.

2014

The new Milan Replay Flagship store Replay The Stage opens. Designed like a film set with a variety of breathtaking backdrops, this spectacular store sees customers become characters in their own fantasy film. Replay The Stage re-defines the popular concept of retail experience.

2015

International star player and Captain of the Brazil national football team, Neymar Jr., joins Replay as ambassador for a three year contract.

2016

The Corporate structure and ownership welcomes Belle International as shareholder, with Equibox maintaining majority and control of the Company.

2018

Neymar Jr. and Replay confirm their synchronicity and renew their partnership for another 3 years.

2019

Replay starts a 4 year partnership as “Official Denim Partner” with Paris Saint-Germain football club.

2020

Neymar Jr. and Replay launch a co-branded NJR | Replay Capsule Collection. Replay signs a four year agreement with legendary rugby Team All Blacks to become their “Official Formalwear and Denimwear Partner” as well as a four year endorsement wih Ajax FC.

2021

Replay hits another milestone by turning 40 year old. As part of its broader strategy of sports sponsorships, Replay announces a collaboration in the world of athletics with the legendary Usain Bolt.

2022

Replay further elevates its sponsorship strategy by putting its name beside a leading light of sporting excellence by announcing its entry into the world of tennis with its sponsorship of the prestigious Rolex Monte-Carlo Masters.

STORES & RETAIL CONCEPT

The Replay Stores Project has been a driving force in the brand's international expansion, with 120 mono-brand stores and 90 corners and shop-in-shops. The innovative design of Replay stores showcases the authenticity of the products in a unique and original context.

The stores concept goes beyond the traditional idea of displaying goods and instead focuses on the emotions connected to nature and organized space. The use of natural materials like wood and iron, combined with skilled craftsmanship, creates a balance between art, matter, and sensory impact.

The flagship Milan store, Replay The Stage, takes the retail concept to a new level, featuring a dynamic film set that allows customers to star in their own cinematic spectacle. With a cafe, American bar, and gourmet restaurant, Replay The Stage is a multi-level experience that captures the magic of movies and creativity

Most recently, Replay proudly launched the flagship Australian store in Melbourne at Chadstone, The Fashion Capitol.