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Replay + Hugo: the capsule that interprets denim in a sustainable, versatile and fresh key


Woman denim look

Denim, a trendy and time-resistant fabric, is interpreted by Replay and Hugo in a contemporary and sustainable capsule

Jeans are one of those fabrics that never gets old and magically always stays young as time goes by, capable of captivating everyone with no target and age of reference, and therefore also Gen Z. Thus the vision of the first denim capsule signed by Replay, specialist in premium denim, and Hugo, the young soul of Boss, is fresh, youthful and highly versatile, offering trousers and jeans that are perfect for playing between total look and mix and match. Sartorial silhouettes and workwear thus coexist in a union that defines the perfect square between evergreen and trend.

Replay and Hugo: the denim capsule that reinterprets jeans under a new logo

We are probably not in front of a hit and run collaboration, because the two brands could have the intention of replicating the experiment or even perhaps of giving life to a real collection: the most evident sign is the birth of the logo that unites those of the two. brand on a red label that distinguishes all the items in the capsule.

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Urban, street, classic, so denim is reinterpreted according to new styles for him and her in six different washes, but above all it is made in a sustainable way, totally in certified organic cotton. Ambassadors of the collection are several international Tik Tokers who emphasize the young spirit of the project, accompanied by the #HUGOReplay that invites fans to share the shots with their jeans or garments, in addition to the claim of the Replay your day campaign.

In addition, the hashtag challenge #HUGOReplay will then allow all TikTokers to access the exclusive rewind effect, branded graphics and dedicated audio content: an invitation to play with filters and transitions to create fresh and fun TikToks in which new ways of wear denim.

How much do the capsule denim garments cost and where to buy them

The capsule created by Hugo and Replay is available in the respective stores of the brands present all over the world and online. The price of the trousers is around 150 euros, the sweatshirts have a cost of 130 euros, 200 for the jackets and 60 for the t-shirts, available in several variations.

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For her, boy-fit jeans in three washes and a wide choice of relaxed fit dropped shoulder T-shirts and a trendy cropped jacket with raw hem combined with balloon jeans, in line with the concept of the collection. For him, a classic denim jacket and straight cut jeans in three washes, light, medium and dark, as well as an overshirt with matching jeans in the name of the perfect fusion of tailoring and workwear. The range is completed by four crew neck T-shirts for four different interpretations of the distinctive Hugo | logo Replay, an indigo garment-dyed T-shirt and matching hooded sweatshirt ” , this is how the two brands briefly describe the garments that make up the capsule.


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