Eco-Friendly Denim Line

Fashion brand Replay believes it has created one of the most “eco-friendly, natural denim ranges” to date.

The newly launched LIFE collection, which stands for Laserblast Innovation For Earth, claims to reduce water consumption during production as well as using natural colours.

To create the garments, each piece is washed with grey and brown natural mineral pigments at a low temperature, before being dried on special mannequins.

The collection features models for both genders. Six men’s styles in slim and regular slim fits carry a weathered look, with some incorporating rips and turn-ups.

A statement from the label describes the line as “emotionally charged denim”. Replay’s video campaign for the range stars real life environmental activists clashing with authorities.

CEO of the Italian firm, which is owned by Fashion Box, Matteo Sinigaglia said: “Throughout our history, we have always focused on innovative design and the Laserblast LIFE collection is our way of acting outside the box.”

Laserblast technology was given its first outing in 2012 as part of a week-long installation in Selfridges. At the time bosses revealed the process was 85 per cent more environmentally friendly.

The jeans are currently available at the brand’s London flagship as well as online. Prices range between £130 and £140.

Replay LIFE Jeans Collection