Pepe Jeans denim and casual wear

Pepe Jeans was founded in 1973 by brothers Nitin, Arun, and Milan Shah as a humble denim stall at the Portobello Road Market in London. The brand quickly gained popularity for its high-quality denim and unique branding, leading it to become one of the most successful British jeans labels by the 1980s. Today, it has evolved into a global lifestyle brand with a presence in over 80 countries.

While the brand originated in the UK, its corporate headquarters moved to Spain following significant investment and restructuring. In 2020, the parent company was rebranded as the All We Wear Group (AWWG) to unify its various fashion interests including Hackett London and Façonnable. Manufacturing for Pepe Jeans is globalized, with primary production hubs in India, China, Bangladesh, and Turkey, utilizing a mix of independent factories and vertically integrated facilities to manage its extensive denim lines.

Ownership has changed hands several times throughout its history. Since 2015, the brand has been primarily owned by the Lebanese investment firm M1 Group and L Catterton (a private equity firm associated with LVMH). As of 2026, the company continues to focus on its heritage as a London-born denim icon while leveraging its Spanish-based management and international investor base to drive global growth, particularly in the Indian market where it maintains a significant subsidiary.