Pepe Jeans clothing

Pepe Jeans London is a globally recognized denim and casual wear brand that originated in the United Kingdom. Founded in 1973 by three brothers—Nitin, Arun, and Milan Shah—the brand started as a small market stall at Portobello Road Market in London. Over the decades, it evolved from a local favorite into a powerhouse of international fashion, known for its innovative denim treatments and association with British street culture.

While the brand's heritage is deeply rooted in London, its manufacturing operations are decentralized, occurring in multiple countries including India, China, Turkey, and Bangladesh to meet global demand. This allows the brand to maintain its competitive edge in the fast-paced apparel industry.

Today, Pepe Jeans is a key brand under the AWWG (All We Wear Group) umbrella. AWWG is a global fashion group that also manages brands like Hackett and Façonnable. The ownership is primarily held by investment groups, including M1 Group and L Catterton, with headquarters located in Spain. This international structure highlights the brand's transition from a British startup to a major player in the global fashion landscape.