Replay Brings Back a Nostalgic ’90s Jean
It’s the ’90s all over again for Replay.
The Italian denim brand launched a new interpretation of the 9zero1, a jean model from the ’90s initially designed for men. Known for its straight and comfortable fit and original branding, the jean has become a popular style for all genders and ages over the decades.
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Building on this popularity, Replay has expanded the 9zero1 jean into a capsule collection for a new generation of men and women.
The men’s includes the M9Z1 Straight Fit, a high waisted button-fly jean available in dark blue, medium blue, light indigo, black and overdyed version in Replay’s signature bright red, and the Comfort Fit Jacket, offered in black and indigo washes.
The high-waisted W9Z1 is available for women in the same washes, as well as the Relaxed Fit Jacket in black denim and three indigo washes.
Jeans feature the 9zero1’s distinct back patch, belt loop labe and two visible buttons. Fabrics span 11-13 oz. denim made with cotton and elastane blends. Some include a percentage of recycled cotton.
A line of genderless sweatshirts and T-shirts with the 9zero1 logo are also part of the launch.
The collection retails for $65-$245.
“Replay’s historic archive becomes the means to reach the hearts of those already know and love the iconic design as well as those who are new to this multi-generational pair of jeans,” the brand stated about the launch.
Replay unveiled a star-studded advertising campaign to support the launch featuring Usain Bolt, Martin Garrix, Marco Verratti, Beauden Barrett and the All Blacks, Amelia Gray, Maye Musk, Leni Klum, Paulo Dybala.
Soccer teams PSG, Bayern Munich and Ajax are also part of the campaign.
“All the Replay 9zero1 ambassadors have joined forces in this campaign, creating a single organic tone of voice that appeals to all generations and moves easily between the worlds of sport, music and fashion,” the brand stated.
