Pepe Jeans

Pepe Jeans London is an iconic denim and casual wear brand established in 1973 by three brothers – Nitin, Arun, and Milan Shah – at a humble stall on Portobello Road Market in London. What began as a modest denim stall quickly captured the attention of fashion-conscious Londoners seeking high-quality, well-fitting jeans at affordable prices. By 1974, they opened their first retail store on King's Road in Chelsea, and by 1980, Pepe Jeans had become the leading fashion brand in the UK. The brand expanded internationally through the 80s and 90s, profiting from the upsurge in denim fashion. Now part of the All We Wear Group with a presence in over 80 countries, Pepe Jeans celebrated its 50th anniversary in 2023.