Pepe Jeans London clothing and denim

Pepe Jeans London was established in 1973 in London's iconic Portobello Road Market. Originally founded by Nitin Shah and his brothers, it quickly grew from a local market stall into a globally recognized denim brand known for its stylish fits and innovative washes. The brand has become synonymous with the vibrant, rebellious spirit of London's youth culture.

While the brand originated in the United Kingdom, its manufacturing operations are now distributed globally across multiple countries including India, China, Turkey, and Bangladesh to cater to its international market. The brand's ownership has changed hands over the decades to support its global expansion.

Currently, Pepe Jeans London is the flagship brand of the AWWG (All We Wear Group). The group is headquartered in Spain and backed by major investment firms, including M1 Group and L Catterton. This strategic ownership ensures that Pepe Jeans remains a dominant force in the global fashion industry, balancing its British heritage with modern international business operations.