Highsnobiety

Stop, rewind—Replay Jeans is playing it back with a relaunch of its iconic 9zero1 model jeans. 

Originally crafted for men in the 90s, the 9zero1 has seamlessly adapted over the years, morphing into a unisex staple. Its signature straight, comfortable fit and timeless branding evoke a sense of nostalgia while remaining effortlessly relevant. As Replay delves into its historic archive, it unearths not just a garment, but a symbol of how style can transcend the decades. 

The impact of the Replay 9zero1 extends far beyond the realm of fashion. With an array of global ambassadors from music to elite sport, including stars like Usain Bolt, Martin Garrix, and Amelia Gray, plus major football teams like PSG, Bayern Munich and Ajax, orchestrating a symphony of fans that resonates around the world.

Behind the lens of this campaign stands Thierry Le Gouès, the visionary in fashion photography whose work has defined the aesthetics of an era. Le Gouès is recognized for his bold compositions and vibrant imagery, with notable projects of his include Soul, a book featuring powerful portraits of African and African-American celebrities, which garnered acclaim for its celebration of Black culture. He continues to be esteemed in the fashion photography world for his artistic vision and emotional resonance. Leaning into the era when some of his most prominent work was made, Le Gouès photography for the campaign echoes of back to golden age of the 90s high fashion—a fitting homage to the roots of the 9zero1.

Founded in 1978 by Claudio Buziol, Replay Jeans is an emblem of Italian denim craftsmanship and innovation. Renowned for its premium quality and vintage-inspired designs, Replay's jeans have been a fixture in the denim scene, with its popularity hitting a particular high in the 90s. From classic straight-leg cuts to more distressed styles, Replay has an impressively diverse range of denim products. Moreover, its commitment to quality is evident in every stitch, with attention to detail being a hallmark of the brand's identity.

Collaborations with designers and artists, alongside a dedication to sustainability and ethical production practices, underscore Replay's commitment to staying at the forefront of fashion while embracing values that resonate with today's conscious consumers. With a global reach and an even more global fanbase, Replay remains a pillar of denim culture.

At the heart of the Replay 9zero1 lies a commitment to quality, evident in every detail from the high waist to the distinctive upper fly button. Available in four classic denim washes — dark, medium, light, and black — this five-pocket wonder is more than just a pair of jeans; it's a statement of authenticity.

Want to see more? You can check out the full relaunch collection here.

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