The brand was first used in the year 1978 when a company named Fashion Box Industries was registered by Claudio Buziol who used the Replay Jeans brand to launch the clothes line that was to later take the world by storm. Expansion to casual shirts in 1981 in Italy was a defining moment that signaled its readiness to enter the international market which it later did in 1987.

What really revolutionized the firms involvement in the fashion industry is however the launch of the Repay jeans brand two years later with the design known as ‘double ring’. The worldwide expansion of the Repay jeans and clothing brand accelerated in the 90s and supercharged in 1995 when a Repay shop outlet seemed to be opening almost every 10 days. The exponential growth has continued to now where the Repay jeans has established a lasting legacy and continues to grow due to accessibility and continuous design remodels.