Pepe Jeans was born in London in 1973. It emerged thanks to the inspiration of a young man, Nitih Shah, who decided together with his two brothers to manufacture jeans with original labels.
From very humble beginnings they rented a market stall on Portobello Road in West London every Saturday. And very quickly, the high standard of quality and excellent fit of their jeans was beginning to make waves around town.
In a matter of years, business started to boom. They transformed their weekly market stall into a 25,000 square meter warehouse and set up new office spaces to better handle their growing business. By 1980 Pepe Jeans London was rivaling all of the major UK fashion brands for the top spot in the marketplace and winning by becoming Britain’s most successful denim brand, ever.
The success of the brand rests upon different factors- not least upon its solid brand positioning as a London brand. Designers of different nationalities offer input, but the most important inspiration comes from the British capital.
The Pepe Jeans look is trendy and fresh, yet stylish and modern in every sense. The Pepe Jeans girl and guy, both in their early 20’s to mid 30s, are outgoing and urban and have developed their own fashion identities. “Attitude” and “up-to-date” could be words that describe their personality types well.
Today, Pepe Jeans is owned by the AWWG Group. With headquarters based in Sant Feliu de Llobregat, Spain.