In a plan to showcase Replay's Laserblast technology, the brand has announced a European roadshow that will kick off on April 19, from 6-7.30pm, at the Corso Vittorio Emanuele Replay store in Milan. This eco-friendly initiative includes energy-saving actions such as an 85% reduction in water consumption and a decrease in environmental pollution.

During this time, the Replay store will transform into an artist’s atelier, where the laser procedure is simulated with visitors given the chance to witness how a raw piece of denim is transformed into used-looks, among others.

The road show will continue at Replay stores in France, Germany, the Netherlands, Spain and the UK.