Pepe Jeans London apparel

Pepe Jeans London was established in 1973 by three brothers—Nitin, Arun, and Milan Shah—who began selling denim from a stall at London's iconic Portobello Road Market. The brand rapidly gained popularity for its innovative designs and distinctive branding, becoming a cornerstone of British fashion and a global leader in the denim sector.

Today, the brand is part of the Pepe Jeans Group, which was renamed the AWWG (All We Wear Group). While headquartered in Spain, the brand retains its British heritage in its design ethos. Manufacturing is decentralized across various global regions, including Turkey, China, India, and North Africa, to support its extensive international distribution network.

Ownership of the AWWG is held by a consortium of investors. The primary shareholder is M1 Group, a Lebanese investment firm, alongside L Catterton, a global consumer-focused private equity company associated with the LVMH group. This partnership has facilitated the brand's expansion across European and Asian markets, solidifying its place as a premium denim lifestyle brand.