ITALY – ‘Replay Laserblast’ Road-Show to kick off in Milan on 19 April

Replay, a leading Italian producer of denim and smart casual wear, offers a public preview of its innovative Laserblast collection. Energy saving, 85% reduction in water consumption, technology and craftsmanship: this is the formula of the revolutionary low-impact and green- oriented technology of Replay Laserblast. The road-show will feature in the main European countries and will make its official debut at the Replay Store in Milan on the night of 19 April 2012.

During the week of the Salone Internazionale del Mobile, the Replay Store in Corso Vittorio Emanuele will become a destination of the Fuorisalone itinerary; turning itself into a workshop, it will stage a simulation of the laser-blasting process, showing the public how an untreated garment is transformed into a finished product with an authentic ‘used’ look.

The event will showcase a preview of the break-through Replay Laserblast Autumn/Winter 2012/13 denim concept. Each denim garment is rendered unique through a subsequent series of strictly manual treatments such as emerizing, tearing/ripping, dirty- washing and finally drying on special dummies for a three-dimensional appearance.

“The road-show dedicated to Laserblast aims to reaffirm that the core business of Fashion Box was and is denim. This innovative laser treatment has enabled us to express our artistic inclination through a revolutionary and contemporary concept. In our opinion the result – packed with craftsmanship and passion – is extraordinary, thanks to technology that I would define as ‘caring’, because of its low impact”, says Matteo Sinigaglia, CEO of Fashion Box.

The launch of Replay Laserblast will be supported by a massive digital campaign, scheduled across a select list of the hottest websites and international fashion, lifestyle, entertainment and travel blogs, and through partnerships with the top-rated bloggers of the moment.