Pepe Jeans

Pepe Jeans London has been at the forefront of international denim fashion trends for more than 40 years. Few fashion brands can boast of having achieved their degree of international success. The origin goes back to a small flea market stall in London's Portobello Road Market, when Nitin Shah and his two brothers, Arun and Milan, started selling jeans there on weekends. They soon opened a shop in the King's Road Market. Despite its humble origins, the brand's vision was clear from the start: to create the most exhilarating denim on the planet. It was a vision that did not go unnoticed, and the brand soon became the topic of conversation among London fashionistas. In 1975, the number of stores grew to four and the first boutique was opened on King's Road, called San Tropez. Pepe Jeans London quickly expanded into the British market, until then dominated by the big American brands. This success can be attributed to its ability to stay ahead of the competition when it comes to good design, quality fabrics and different finishes. In 1979, the brand moved its headquarters to Pepe House in North West London, an area of more than 2,300 m2 of offices and warehouses. In the early eighties, Pepe Jeans London grew to become one of the leading jeans brands in the UK, revolutionizing trade shows by creating revolutionary themed stands. It was around this time that many of the brand's iconic elements were designed: the triangular "Pepe" typeface, the key ring and the striped jean. In particular, the keychain caused a frenzy and even hysteria in schools, shops and youth clubs and became a collector's item. At the beginning of the eighties the brand also expanded into new European markets: Holland, France, Italy, Germany, Spain and Switzerland, an expansion that was consolidated during the nineties. At the beginning of the new millennium, Pepe Jeans London confirmed its reputation as one of the leading brands in the denim fashion market.