Italian denim and smart casual wear brand Replay has just inaugurated a 120 sqm flagship store in the heart of Hong Kong, with a unique concept: Replay One-Off. Inside, customers find a selection of the finest items from the Group’s brands such as Replay, We Are Replay, Red Seal by Replay, White Seal by Replay, specially chosen for the city of Hong Kong.

The idea behind this new project is to create a “tailored store” in which creativity will have a major role to play: a unique showcase in terms both of interior design and of the products displayed; a store that could not exist anywhere else, expressly conceived with a specific location in mind. The company decided that this location could only be Hong Kong, the most receptive city in the world to talent and the most viral in terms of fashion content.

Replay One-Off, Hysan Place, 500 Hennessy Road, Causeway Bay, Hong Kong
Replay One-Off, Hysan Place, 500 Hennessy Road, Causeway Bay, Hong Kong
The aim is to highlight two key aspects of the creations: their exclusive and individual nature. These are two important elements in what the company defines as the “cool factor”, that added value traditionally associated with the brand and its collections.

The whole Replay One-Off concept revolves around tailoring denim, in a unique context that could not be created anywhere else, just like the denim couture dresses produced by the company on the occasion of the MTV EMAs 2011 for the two style ambassadors Bar Refaeli and Irina Shayk, who – and this is no coincidence - wore them to present an award to Lady Gaga, whose fabulous one-off stage costumes are an integral part of her unique, irreverent persona.

The setting has been specially designed to reflect this tailored approach, and is characterised by a mix-and-match selection of elements Replay loves, such as nature, given a relaxing, inviting slant here in order to offer shoppers the perfect atmosphere in which to enjoy a truly unique creativity experience.