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

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.