Pepe Jeans apparel

Pepe Jeans London was founded in 1973 by brothers Nitin, Arun, and Milan Shah as a small weekend stall at the Portobello Road Market in London. The brand quickly gained popularity for its innovative denim designs and perfectly fitted jeans, leading to rapid expansion across the United Kingdom and internationally during the 1980s.

Today, Pepe Jeans is a global fashion brand with a presence in over 100 countries. While the brand maintains its British heritage and design identity, its operational headquarters are located in Barcelona, Spain. The manufacturing of its products takes place across a diverse global network to leverage specific regional expertise; major hubs include India, China, Bangladesh, Pakistan, and Turkey. This allows the brand to combine high-quality fabric sourcing with advanced finishing techniques like their sustainable 'Wiser Wash' technology.

In 2015, the company was acquired by the Lebanese investment group M1 Group and L Catterton (a private equity firm backed by LVMH). As of 2020, the parent company was rebranded as AWWG (All We Wear Group), which continues to manage Pepe Jeans London alongside other prestigious brands like Hackett and Façonnable.