Pepe Jeans Denim

Pepe Jeans London was established in 1973 by three brothers—Nitin, Arun, and Milan Shah—originally starting as a tiny market stall in the Portobello Road Market in West London. The brand quickly gained popularity for its innovative denim designs and became a staple of British fashion, eventually expanding globally.

Today, Pepe Jeans is part of the AWWG (All We Wear Group), a global fashion platform. Manufacturing for their extensive denim and clothing lines takes place across various locations, including Turkey, China, India, and Pakistan, to leverage specialized textile production hubs. Under the ownership of M1 Group and L Catterton (linked to LVMH), the brand continues to be a major player in the international premium denim market, maintaining its headquarters in Spain while keeping its London heritage as a core part of its brand identity.