Replay is one of the most important brands in the domain of casual fashion. The Italian brand began its activity in 1978, in the small town of Asolo, when Claudio Buziol registered REPLAY as a brand. Three years later, he founded Fashion Box, a company specialised in casual wear which would market REPLAY brand products. In the beginning, the company manufactured informal shirts and T-shirts, but it rapidly started producing and selling jeans, which gained the reputation of being durable and modern, and which were produced with the novel process of fabric ageing. By the end of the decade, in 1987, the brand was already represented in various international markets, and was achieving a huge level of success among the younger and more modern people. In 1989, REPLAY reinvented the double-ring jeans, introducing high-quality pants, perfect cuts and with more expensive prices when compared with the competition, thus creating the first premium jeans in the world. Their success was such that, after only two years, the production reached 1 million items.