Pepe Jeans London garment

Pepe Jeans London is a renowned global denim and casual wear brand that originated in 1973. It was founded by three brothers—Nitin, Arun, and Milan Shah—who initially operated a small market stall on Portobello Road in London. The brand quickly gained a reputation for its high-quality, well-fitting denim, evolving from a local favorite into a British fashion icon.

While the brand maintains its British heritage and design influence from London, its operational headquarters were moved to Spain (Barcelona) in the late 1980s. Manufacturing today is distributed globally to leverage specialized textile hubs. Products are primarily produced in countries across Asia (such as India, Pakistan, and Bangladesh) and Europe (including Turkey, Romania, and Portugal), with premium collections often handled in European facilities.

In terms of ownership, the brand is currently managed by the All We Wear Group (AWWG), formerly known as the Pepe Jeans Group. The ultimate ownership is shared among several major investors, including the Lebanese M1 Group and L Catterton (a private equity firm linked to LVMH), with the G-III Apparel Group also holding a significant minority stake as of 2024.