Style

Tyre wear: Replay makes F1 debut as Official Denim Partner of Aston Martin Cognizant Formula One

Premium Italian fashion brand Replay is making its Formula One debut this weekend, as the official denim partner of the Aston Martin Cognizant Formula One team.

After a 60 year break from F1, Aston Martin returns to the grid celebrating both a rich heritage and a fresh perspective, and Replay says its 2021 lifestyle denim range reflects this new team vibe, whether Sebastian Vettel is stepping out an evening event, or Lance Stroll is relaxing with some eSports

Replay hopes the high profile Aston Martin collab will position it as the denim brand in the luxury sport world.

Jefferson Slack, Managing Director, Commercial & Marketing, Aston Martin Cognizant, describes the partnership as a “perfect fit – Replay is a brand for which creativity, quality and tradition, with a modern outlook, are front and centre – much like Aston Martin.”

“Style and fashion go hand in hand with our sport, and the clothes we wear speak volumes about our attitudes and values,” says Slack. “ We work hard and we play hard., and Replay’s lifestyle range is an ideal way to combine the world of fashion with Formula One.”

“Style and fashion go hand in hand with our sport, and the clothes we wear speak volumes about our attitudes and values…”

Pictured above is a tailored denim shirt (£160), skinny fit jeans (£115), tapered fit Archivio Tinmar jeans (£155). Shop Replay denim here.

Matteo Sinigaglia, CEO of brand owner Fashion Box, said: “To work with such an iconic car brand is a real privilege. We share many common attributes, such as craftsmanship, passion and innovation. These are the values that continuously inspire us in the denim world. We are proud to be part of this journey and we are excited to see our brand involved in Formula One, supporting the coolest car on the grid.” 

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