Replay dives deeper into recycled denim

By

Sandra Halliday

Published
Oct 19, 2020

Fashion Box’s Replay brand is intensifying its focus on sustainability with the launch of ‘double green’ denim in a partnership with Sanko Tekstil-owned denim leader Isko.

The new Hyperflex Re-Used material is made/remade from eco-friendly raw materials, plus a mix of reused or recycled materials. The company said the blend of reused cotton and recycled polyester is where the double green claim comes in.

It’s also using waste cotton fibres that are usually lost in the ordinary spinning processes to make up around 10% of the virgin cotton.

Meanwhile the recycled polyester is created from reused PET from plastic bottles or other certified waste. 

The company is using the material for a collection of men’s and women’s skinny and straight jeans with retail prices of €159/£150 a pair. The jeans launched late last week. 

The Italian casualwear brand said the new initiative is “further confirmation of the sensitivity and commitment shown by Replay in the management of low-impact resources, continuously focusing on the benefits of an innovative and futuristic approach in terms of ecological footprint. It is a demonstration of great social responsibility, with a global approach that always considers the sensitivity of consumers, through educational and targeted communication”.