Replay Hyperfree Party

We turned up with Replay last night and met a few famous faces along the way.

We don’t know what you were up to last night but we were rubbing shoulders with the industry’s great and good courtesy of the guys at Replay. To celebrate the launch of their Hyperfree collection (the next installment of their hyper-innovative jeans range, The Flexibles), the Italian denim masters threw a serious bash at the iconic Old Selfridges Hotel in London. In attendance were the faces of the brand, two of Brazil’s finest exports: supermodel Alessandra Ambrosio and football legend Neymar Jr., both of whom stopped for a few pics on the red carpet before diving in to proceedings.

Once through the doors, model-cum-DJ Daisy Lowe was spinning wax on the decks (who knew?) and Replay had laid on some adrenaline-pumping entertainment in the form of a spectacular performance from, fittingly enough, acro soccer athletes. What’s more, we caught some pretty thrilling sets from a professional parkour gang who did their thing on a vast, bespoke scaffolding structure. As if that wasn’t impressive enough, all those acrobatic performers were kitted out in the Hyperfree jeans we were there to celebrate. Yep, they really are that flexible: just don’t try jumping off tall heights at home in your pair. Best left to the professionals.