Replay Bows New Line
The Brandon Davis Jean By Replay made its debut April 24 in Italian denim brand Replay’s newest store in the Beverly Center in Los Angeles.
The $398 jean was inspired and designed by the 25- year-old Davis, a Los Angeles–club kid and socialite. The dark-wash denim features patches, rhinestone studding and metallic details.
The denim adds a Los Angeles feel to the brand, said Thierry Andretta, Replay’s U.S. president. It’s fitting because the brand is one of the many European jean labels trying to build a higher profile in California.
Replay opened two stores in California in the past year, one at the Beverly Center in February and the other at the South Coast Plaza in September in Costa Mesa, Calif.
Replay owns more than 220 stores throughout the world, but Andretta said the company would not open more stores in California this year.
“We’d like to have space on Rodeo Drive,” Andretta said of Beverly Hills’ famous retail street. “But it’s difficult because [there is] no space available. You have to wait for someone to leave.” —Andrew Asch
