Breuninger and Replay strengthen their alliance

What: Replay and Breuninger Expand Collaboration with 9zero1 Jeans Focus

Why it is important: This collaboration showcases the merging of vintage styles with modern retail experiences, emphasizing the enduring appeal of 90s fashion. It represents a strategic partnership between a renowned Italian jeans brand and a prominent German department store, highlighting the significance of collaborative efforts in the fashion industry to attract diverse customer demographics and celebrate individuality through timeless designs.

Replay, the Italian jeans brand, and Breuninger, the German department store, are reinforcing their alliance with a project centered around Replay's 9zero1 jeans, a staple from the '90s, alongside a new capsule collection. This initiative will be introduced in four Breuninger stores via dedicated pop-up areas, reflecting the era's essence in Munich, Stuttgart, and Freiburg. The collaboration aims to showcase the jeans' timeless design and quality in a unique shopping atmosphere. The 9zero1 model, now unisex, will be available in various washes and accompanied by a denim jacket in four styles. Highlighting the theme of diversity and individuality, the campaign features a range of personalities, including Usain Bolt and Leni Klum, to represent the brand's inclusive vision. This partnership, unfolding through specific events from March to May, marks a significant step towards a future built on cooperative relationships, making the collection accessible to a broader audience.