To be honest, we’ve never heard of Replay, but what Stockholm-based studio Perfect Fools recently concocted for the clothing brand at its flagship store in Milan certainly caught our eye. Forget Laser Tag kids, here’s “Laserblast,” an installation that essentially encourages people to tweet what they please along with the hashtag #replaylaserblast, then watch as their profound messages get tweeted onto the jeans display.
Well, why we certainly wouldn’t buy any pair of jeans with tweets on them (though we can probably expect a Marc Jacobs collection at the next Fashion Week), we can politely applaud the effort. Perfect Fools is rolling out Laserblast, which it calls “a new denim treatment which is more eco-friendly and chemical-free than sandblasting,” in stores worldwide.