origin
Pepe Jeans was founded in London in 1973 by three brothers. What started as a denim clothing stall in London’s infamous Portobello Road Market soon became a retail outlet on Carnaby Street. Brothers Nitin, Arun and Milan Shah led the brand to rapid success – just a few years later Pepe Jeans expanded to Ireland and continued its expansion into various European countries in the years after 1983. Pepe Jeans benefited from the rise in denim fashion in the 80s and 90s and managed to build an international company whose success story is characterized by rapid and steady growth.
Development
Later the Pepe Jeans group also operated Hackett and took over the distribution of Tommy Hilifger and Calvin Klein in Spain and Portugal. In 2020, Pepe Jeans Group was renamed All We Wear Group to unify the different business areas under one name.
At the product level, Pepe Jeans focuses on one "perfect fit for every occasion and body type" – with models from skinny, slim and straight to flare and trend. In addition to denim, the brand offers a wide range of clothing, including outerwear, to accessories and shoes. Pepe Jeans provides detailed information about the fit of its models, making it easier for both customers and retail employees to find the right pair of jeans. In 2017, Pepe Jeans launched a new B2B platform that offers its retail partners easy handling of the flow of goods.
Current
Recently, the brand launched a sustainability platform called "Pepe Future" where the brand wants to inform its customers about its sustainability efforts. In it, the brand refers to three pillars – ‘Responsible Materials’, ‘Water’ and ‘Responsible Processing’ – which make it clear that the focus of sustainability is on the sourcing and production level. The actions taken as part of this project apply to ‘Pepe Future’ garments.
