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Pepe Jeans London
Pepe Jeans London has been at the forefront of international denim-led fashion for the past 40 years. Few fashion brands can claim to have the same level of international success. The denim pioneer began life as a small market stall on London’s Portobello Road Market when Nitin Shah, along with his two brothers Arun and Milan, began selling jeans from there at the weekends. Very soon, they had opened up a full-time market shop on the King’s Road. Despite these humble roots, the brand’s vision was clear from the outset: to create the most exciting denim-led fashion on the planet. It was a vision that didn’t go unnoticed and the label quickly became the talk of the town among London’s fashion crowd. By 1975, the number of market shops grew to four and the first boutique, called San Tropez, opened on the King´s Road. Pepe Jeans London went onto expand rapidly in the UK in a market dominated by big US brands. This success can be attributed to its ability to move faster than the competition when it came to supplying good design, quality fabrics and different finishes. By 1979, new corporate headquarters were needed and the label moved into Pepe House in North West London - 25,000 square-feet of offices and warehousing space. Throughout the early Eighties, Pepe Jeans London’s dominance grew and it became one of the biggest denim brands in the UK, revolutionising tradeshows by creating exciting themed stands. It was at this time that many of the brand’s iconic items were developed: The triangular ‘Pepe’ typeface, the keyring and pinstripe denim. The keyring in particular caused frantic bartering, haggling and hysteria in colleges, shops and youth clubs and became quite the original collectable. The beginning of the Eighties also saw the brand expand into the new European markets: Holland, France, Italy, Germany, Spain and Switzerland. It was a move that was consolidated during the Nineties. By the start of the new millennium, Pepe Jeans London had confirmed its reputation as one of the biggest brands in the denim market.