Replay Hyperflex: stretching the limits of denim

Boasting an impressive 100% elasticity, incredible shaping performance and superior comfort Replay is switching things up and stretching the limits (quite literally!) with the launch of the Replay Hyperflex collection. Offering a complete ease of motion, great shape retention and luxurious feel, Replay have pushed the boundaries and brought us an innovative product that ticks all of the style boxes and caters to our comfort needs too.

So, you want to know how it all works, right? Well, the jeans are made from a denim blend that carries 87% cotton, 9% polyester and 4% elastane, creating plenty of room for stretch and movement whilst still retaining shape and fit even after considerable wear. Lycra comprises the corespun, and poly defines the middle, while the external layer of cotton gives the jeans an authentic denim look. Finally, the two top fibres protect the Lycra. This ensures that the stretch factor is not compromised by industrial or domestic washes. 

If it’s variety you need, Replay Hyperflex has it covered, with women’s jeans ranging from super skinny five-pocket with push-up effect bottom and adherent fit to straight leg fit with a fitted waist. For men there’s skinny low waist five-pocket jeans and regular waist slim fit styles.

Replay have also enlisted top model, Alessandra Ambrosio along with FC Barcelona stars Neymar Jr, Luis Suarez, Andrés Iniesta and Ivan Rakitic as brand ambassadors. The ad campaign features the boys working wonders with a football along with gymnastics, models and dancers all testing how far the Hyperflex Denim collection can be stretched. Meanwhile, supermodel Alessandra Ambrosio dons the scientist’s smock to examine just how well the collection holds up when subjected to extreme movement and stretch.  

The Replay Hyperflex collection is in store and online from this month, in a choice of three different washes, with the first colour capsule to be launched in December and further choice of brighter and upbeat colours to come in February 2015. In addition to selling retail at stand-alone Replay stores, corners and in-store shops worldwide, the jeans will be available on the wholesale circuit and on the online shop. 

Amy Bailey

For further information and to shop the collection visit here.