PAS Group will relaunch Italian brand Replay in the Australian market through concept stores, wholesale channels and eCommerce.
Replay will join PAS' portfolio of brands which includes Review, Yarra Trail, Marco Polo, Black Pepper, Breakaway, Everlast, Lonsdale and Bluey.
The brand currently has a small presence in the Australian market, but the move to PAS will see a lift in investment in the brand.
PAS Group CEO Eric Morris said that the brand will relaunch in Australia and New Zealand early next year.
"This is a fantastic new partnership for PAS and we’re very excited to launch Replay into the Australian and New Zealand markets in the first quarter of 2022.
"We see a gap here for the relevant product ranges with a strong sustainability message," he said.
Founded in 1981, Replay was one of the first independent fashion brands to introduce environmentally-conscious technologies, natural pigments, recycled fabrics and reduced water consumption to its processes.
While established with a focus on denim, the brand now offers a range of apparel categories, accessories and footwear.
PAS will begin its relaunch of Replay across Australia and New Zealand with a menswear offering, while a narrower womenswear range including footwear will also launch.
Replay parent company the Fashion Box Group CEO Matteo Sinigaglia welcomed the partnership with PAS.
"We are thrilled to be starting this new partnership in Australia and New Zealand with PAS.
"We both want for Replay to become the premium denim brand of reference for customers," he said.
Replay has a number of high-profile global sponsorships including the All Blacks (pictured), football clubs Paris Saint-Germain and Ajax Amsterdam, and ambassadors Neymar Jr., Aston Martin’s Formula one team including Sebastien Vettel as well as legendary sprinter Usain Bolt.
The Australian relaunch will expand the ambassador roster with local partnerships and voices.
PAS Group was acquired by Larry Kestelman's Queens Lane Capital in October 2020.