PEPE JEANS LONDON


Pepe Jeans London was established in the chic Portobello Road area of London in 1973. From its origins as a tiny market stall to more than half a US $billion dollar denim and casual wear brand, Pepe has transformed itself to one of the fastest growing jeanswear labels in Europe.

From very humble beginnings they rented a market stall on the Portobello Road in West London every Saturday. Little did they know what was about to happen. Within a very short space of time and for no other reason that the jeans were good quality and fitted well, business started to boom. In a matter of years they had to move everything into a 25,000 square meter warehouse and set up new office spaces to handle the amount of business they were having.

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The brand today has presence in more than 80 countries across the world. Pepe Jeans was launched in India in 1989. The brand is currently the leading player in the premium jeans and casual wear segment, enjoying a market share of more than 25 percent.
Pepe Jeans is a well known jeans brand. It has sales in over 60 places around the world. Pepe Jeans was originally just a small market on the Portobello road located in West London. The brand was named Pepe, because it was a short word that could be written without much trouble. The supermodel Kate Moss’s first advertising campaign was for Pepe Jeans. The brand was setup by three brothers in 1973. The manufacturing of jeans is done from start to finish by Pepe Jeans Company. The process includes blending of cotton and turning it into web of fibers in the process called Carding. The yarn is then made stronger by spinning it. The dyes used are mostly sulphur and indigos; finally beaming, weaving and last finishing are done and jeans are available to be sold and exported. The unique solutions for apparel and footwear manufacturing, called Styleman are used by Pepe Jeans. Pepe Jeans are known for their diverse apparel collections. They have the Utilitarian collection which comprises of fashion apparel with military attire elements imbibed in it.

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They vary in colors from green, khakis, grays, tans and olives and have other features like multiple pockets and loose fashion silhouettes. Pepe Jeans contribute to both man and women’s wardrobe by their wide collection of trendy T-shirts, shorts, pants, Jerseys and skirts. The shirts have colored checks and highlighted stripes. The Pepe clothing sports tones of red, yellow, pink, lime and green and some have hand embroidered details. Pepe Jeans host many fashion shows and advertising campaigns and sign many famous models and sports personalities. Pepe Jeans introduced art exhibitions in their birth place- Portobello Road, London. They exhibit the work of local artists as well as international ones.


1973: Established as weekend road side stall by three brothers Nitin Shah, Arun Shah and Milan Shah. Their shop was located at Portabello Road Market, West London. Before the brand began Nitin Shah worked for a petrol station and was spotted by a man named Shantilal Parmar who ran a jeanswear business. Shantilal Parmar took Nitin Shah on from the petrol station to work for him as a commissioned agent selling jeans. From these begingings and learning all about the jeanswear industry, fabrics, stitching, washes, packaging and marketing from Shantilal, Nitin and his three brothers started there own company Sholemay Ltd trading as Pepe Jeans. Ultimately Shantilal Parmar company manufactured jeans for the three brothers which they sold on the stalls and to other retailers whom they knew.

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1975: Number of market stalls grew to 4. This also included Kensington Market, which housed many other denim sellers many of which also became well know jeanswear wholesalers. Due to the fact that Pepe was growing bigger it was necessary to open a boutique at Kings Road, London than a boutique on Carnaby Street followed and latter a warehouse and offices in Avonmore Trading Estate.
In the 80’s the brand grew even more and it became one of Europe’s best clothing brands. Famous bands like The Smiths made campaigns for the brand.


In 1983 Pepe Jeans London started its international expansion to Ireland and two years later crossed the channel towards Continental Europe and USA. Nowadays Pepe Jeans London is one of the principal jeans brands in almost every country.

After getting an important presence in the denim wholesale stores of most prestige, the company started to make a strong bet for the exclusive Pepe Jeans stores (own ones or franchises) that has made the Pepe Jeans London store network to be present in Europe, Asia, America and Oceania.

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