Fragrance house

Replay

Replay is an Italian ready-to-wear and denim brand founded by Claudio Buziol: the brand was registered in 1978, and Fashion Box was founded in Asolo, near Treviso, in 1981. Its identity developed around denim and smart casualwear, pairing reinterpretations of past styles with contemporary materials, washes and styling. The first Replay jeans reached the market in 1989; Double Ring Denim jeans sold more than one million units within two years and became the brand’s trademark. After Buziol’s death in 2005, Replay marked its 25th anniversary in 2006, when the company recorded its highest historical turnover before entering a period of decline during the global economic crisis. Replay also extended into fragrance licensing, with perfume licences recorded in 2003 and an agreement with Procter & Gamble in 2008; in 2014, existing Replay fragrances were transferred to Mavive under a global five-year licensing agreement.