Pepe Jeans

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Pepe Jeans London
Founded London (1973)
Founder Nitin, Arun, and Milan Shah
The Pepe Jeans showroom at Brigade Road (Bangalore, India)

Pepe Jeans London is a denim and casual wear jeans brand established in the Portobello Road area of London in 1973, and based in Sant Feliu de Llobregat, Spain. From its origins as a tiny market stall to a US$500 million brand, Pepe has transformed itself into a jeanswear label throughout Europe. The brand today has presence in more than 80 countries across the world.[citation needed]


In 1973 it was originally just a weekend roadside stall on the Portobello Road Market located in west London established by three brothers: Nitin Shah, Arun Shah and Milan Shah. Nitin and his two brothers later started their own company Sholemay Ltd trading, as Pepe Jeans. The brand was named "Pepe", because it was a short word that could be written without much trouble.[citation needed]

By 1975, the number of market stalls grew to four. One of the stalls was stationed at Kensington Market, which was the selling place of many denim sellers who found success in the jeans business. With the expansion of their business, the brothers opened a Pepe Jeans boutique on Kings Road, London. After that, they opened another boutique at Carnaby Street and an office and warehouse at the Avonmore Trading Estate. Through the 1980s, the denim company achieved European prominence. Pepe Jeans was launched in India in 1989. The brand is currently a leading player in the premium jeans and casual wear segment, enjoying a market share of more than 25 percent.[citation needed]

The songs "Heart and Soul" by T'Pau and "How Soon Is Now?" by The Smiths were used to advertise the brand in 1987 and 1988 respectively. Also the supermodel Kate Moss’ first advertising campaign was for Pepe Jeans.[citation needed]

The current Pepe jeans logo appeared in 1992.[citation needed]

The company is controlled by the group Torreal, investment company of the Spanish entrepreneur Juan Abelló. Torreal purchased 43% of Pepe Jeans for fifty millon Euros.


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