Fragrance house

Pepe Jeans London

Pepe Jeans London began in 1973 on Portobello Road in London, where brothers Nitin, Arun and Milan Shah started a denim-clothing stall. The brand expanded into Spain and Portugal in 1989, and its global brand was acquired in 2002. In 2015, M1 Fashion and L Capital Asia acquired joint control of the Pepe Jeans Group from Torreal, Artá Capital and L Capital Europe. The group had acquired Hackett London in 2006 and Façonnable in 2016, before changing its name to All We Wear Group in 2020 to unify its brands and teams. Pepe Jeans London is associated with denim, casual and urban fashion, with British style roots forming part of its public identity.