By and  on June 25, 2009

Italian jeans and sportswear brand Replay unveiled its new eco-friendly concept store and collection in Florence last week during the city’s Pitti Uomo men’s wear exhibition.

“We are addressing our customers at a sensorial-technological level,” Replay chief executive officer Gaetano Sallorenzo said during a tour of the store. “This is our new style, more modern, contemporary and simple. Our store image had grown a bit heavy.”

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