Pepe Jeans denim and apparel

Pepe Jeans London is a global fashion brand that began its journey in 1973 in the iconic Portobello Road Market in London. Founded by three brothers—Nitin, Arun, and Milan Shah—the brand quickly became a staple of British street fashion, known for its high-quality denim and youthful, rebellious spirit. Over the decades, it expanded from a local market stall into a major international powerhouse in the denim industry.

Today, Pepe Jeans is a cornerstone brand of the AWWG (All We Wear Group), a global fashion platform. While the brand maintains its British heritage and design roots, its manufacturing is distributed globally, primarily across Asia and Europe, to reach its vast international consumer base. The brand's ownership has evolved from its family-run origins to private equity backing, reflecting its stature as a dominant player in the worldwide apparel market.