In 1973, three brothers — Nitin Shah, Arun Shah and Milan Shah — opened a little denim store in the Portobello Road market, in West London, to sell their own creations. The Shah brothers's initiative was such a hit that by 1975 they already owned four stores across the British capital. The rapid growth of their new company, PEPE (UK) Ltd., allowed them to open a store on Kings Road as well as a design studio and offices.
The company Pepe Jeans was later bought out by a Spaniard, and in the 1980s met with true accomplishment. Pepe Jeans managed to impose itself on the market as one of the true leaders in European denim, and started exporting to many countries worldwide, including for instance India in 1989.
Such famous bands as the Smiths then signed up contracts with the brand for promotional campaigns..
Pepe JeansIn 1992, Pepe Jeans introduced its current logo. Since then, Pepe Jeans has kept on innovating to expand its product lines (Pepe Jeans jeans, Pepe Jeans jackets, Pepe Jeans sweat-shirts, Pepe Jeans shoes) and its clothes (slim jeans, Vintage jeans).