Replay Laserblast L.I.F.E: Eco Warrior

ECO WARRIORS TAKE THE SPOTLIGHT

 IN REPLAY’S LASERBLAST L.I.F.E. CAMPAIGN

 

 

The fashion brand’s new eco-friendly range starring committed environmentalists

 

 

For the unveiling of the innovative Laserblast L.I.F.E. collection, fashion brand Replay champions real-life activists as models.

 

The Replay Laserblast L.I.F.E. capsule collection combines the innovative and eco-friendly Laserblast technology, which dramatically reduces water consumption, and the use of coloured mineral pigments of natural origin. The result? One of the most sustainable denim ranges.

 

To bring to life the eco-credentials of this distinctive range, Replay has cast models with a world-leading ethical stance – the real-life activists transforming the way we live today.

These Eco-Warriors for L.I.F.E. all share an irrepressible passion and spirit; they truly embody the attitude of this singular collection and Replay’s rebellious spirit. Norwegian-born model and actress Aleksandra Orbeck-Nilssen has her own wildlife conservation trust, Nanofasa (www.nanofasa.com), and is a leading spokesperson for African environmental issues around the world.

The other protagonist at the heart of this campaign is Enok Groven, the Norwegian founder of Fashion Against Climate Chang (https://www.facebook.com/groups/fashionagainstclimatechange/). This is a well-respected newsgroup and blog focusing on environmental issues with a bearing on the fashion industry.

This bold campaign, which features graphic depictions of clashes between activist rebels and heavily armoured authority figures, will be launched on June 11^th on Replay website (www.replay.it ) and social media. It comprises a dramatic two-minute film, championing the Eco-Warriors’ determination to fight for the environment with authentic campaign images, to be launched at Replay stores around the world and via digital advertising.

Replay Laserblast L.I.F.E. will be available on Replay on-line shop and in selected Replay Stores from the beginning of June. 

 

Matteo Sinigaglia, Fashion Box S.p.A. CEO, commented: “Environmentalists are the heroes of the modern world. Rather than talking about abstract ideals, they act, fearless of the consequences. This spirit of engagement and commitment to environmental action runs through the very DNA of Replay. Throughout our history, we have always focused on true design innovation and the Laserblast L.I.F.E. collection is an extension of this unconventional mindset.”

Product description - Replay Laserblast L.I.F.E.  outstanding feature consists in a dyeing process with natural pigments of mineral origin. The pulverized rock imbues the fabric with a distinctive faux vintage appeal thanks to a fine variegation of hues.

The definition of these great new jeans also entails the use of low environmental impact laser technology for the whiskering plus an intense stone wash for more of a lived-in look. Every item is then put through a low temperature water wash with mineral pigments in gray and brown/ochre tones and eventually set to dry on specially developed manikins to attain a chunky texture. 

The two styles for men, the slimfit Anbass and the regular fit Waitom, present a selection of options as to fabric, treatment, wash. Meanwhile, for women both the skinny Luz and the boy fit Pilar jeans come in three different types of wash.