Replay Eco Warriors for L.I.F.E.

Tuesday, 17 June 2014
Once again, Italian denim brand Replay has come up with an innovative way to market its new Laserblast L.I.F.E. jeans collection. Using real-life environmental activists, the company has developed short videos featuring “eco warriors” to advertise their new eco-friendly denim line.

The capsule collection Replay Laserblast L.I.F.E. uses the Laserblast technology to reduce its environmental impact as well as the consumption of water during the jeans’ production cycle. Instead of washing the jeans with water, stones or sand to achieve the trademark worn look, the wash is burned into the jeans using a laser, which is also much faster than the traditional wash process. In addition, colored mineral pigments of natural origin are used to create a more eco-friendly, natural denim line.

The idea behind the campaign of creating short, two-minute movie trailer-like ads is not new; Replay had done something similar when introducing the Laserblast technology more than two years ago. The current campaign, developed by creative agency 180 Amsterdam, features clashes in a forest between environmental activists and heavily armed authorities.

While the new collection, which taps into the wearer’s rebellious spirit, has already been available in stores for a good two weeks, the social media campaign and launch of the videos kicked off yesterday.

The Norwegian models Aleksandra Orbeck-Nilssen and Enok Groven are the faces of the new campaign because of their real-life environmental activism: Orbeck-Nilssen is the founder of Nanofasa, a fund for nature conservation in Namibia, and a spokesperson for the environmental problems of Africa, and Groven is the founder of Fashion Against Climate Change, a news groups about ecological issues related to the fashion industry.

“Environmentalists are the heroes of the modern world. They act without fear of consequences. This spirit of commitment to the environment is in the DNA of Replay. Throughout our history, we have always focused on innovative design and the Laserblast LIFE collection is our way of acting outside the box,” said Matteo Sinigaglia, CEO of Fashion Box S.p.A, the group behind the Replay brands.

Images: Replay