Pepe Jeans was founded in London in 1973 by brothers Nitin, Arun and Milan Shah, beginning as a denim stall at Portobello Road Market before expanding to a Carnaby Street store and into Europe. The brand began distribution in Spain and Portugal in 1989, and its global business was acquired in 2002 by the group then associated with Pepe Jeans Group. Its public identity is centered on denim and creativity, with associations to self-confidence, uniqueness and authenticity. In 2015, Pepe Jeans was sold to an investment group led by M1 Fashion and including LVMH’s L Capital Asia. In 2020, that group changed its name to All We Wear Group to unify its brands and teams.
