Monday, August 25, 2008


By Brigitte Segura and Sarah Freiseis

It’s getting “eco-friendly” all over. Replay kicked-off their limited edition organic blue jeans with a Soho celebration, which was sexy and playful - - these Italians sure know how to party! The crowd mingled merrily in the scene…nearly naked ivy-clad models posed in their organic blues for an onsite photo shoot while DJ Cassidy was spinning. Run (Run DMC), Mario Cantone (Sex and the City), Rachel Leigh Cook, and Summer Rayne Oakes dropped by lending some “eco-support.”

Replay combines organic with authentic, using entirely natural processes creating the “look” of the jean by using “worn-in” pieces from their archives as a canvas for development. Replay’s take on eco-friendly is all inclusive even down to the packaging. The jeans are wrapped in recycled paper and will be sold in Replay stores throughout the world as a limited edition collector’s series for this season, bringing an Italian twist to “eco-awareness.”

There’s no funny business going on here…it’s the real deal. The denim, thread and pocket lining are all “certified organic” cotton. Every detail has been thought of: hand made leather buttons attached with twine; thread bar tacks replacing all the hardware. The jeans are treated with abrasive stones, washed with “savon de Marseille,” then rinsed in an infusion of flowers and essential oils giving the jeans a true worn-in look.

We are all about those special touches…that organic touch…with an Italian hand...and yes…We 2 are Replay

For more information: