Pepe Jeans London is a denim and casual wear jeans brand that was established in the Portobello Road area of London in 1973. From its origins as a tiny market stall to more than half a US billion dollar brand, Pepe has transformed itself into a jeanswear label found throughout Europe. The brand today has presence in more than 80 countries across the world
In 1973 it was originally just a weekend road side stall on the Portobello Road Market located in west London established by three brothers: Nitin Shah, Arun Shah and Milan Shah. Nitin and his three 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 jean biz. With the expansion of their business, the brothers opened a Pepe Jeans boutique at Kings Road, London. After that, they opened another boutique at Carnaby Street and a 25,000-feet 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 the leading player in the premium jeans and casual wear segment, enjoying a market share of more than 25 percent.[1]
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.
The current Pepe jeans logo appeared in 1992. 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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