Pepe Jeans
Encyclopedia
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.
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.
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 a leading player in the premium jeans and casual wear segment, enjoying a market share of more than 25 percent.
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.
Denim
Denim is a rugged cotton twill textile, in which the weft passes under two or more warp threads. This produces the familiar diagonal ribbing identifiable on the reverse of the fabric, which distinguishes denim from cotton duck. Denim has been in American usage since the late 18th century...
and casual wear jeans brand that was established in the Portobello Road
Portobello Road
Portobello Road is a street in the Notting Hill district of The Royal Borough of Kensington and Chelsea in west London, England. It runs almost the length of Notting Hill from south to north, roughly parallel with Ladbroke Grove. On Saturdays it is home to Portobello Road Market, one of London's...
area of London
London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
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
Europe
Europe is, by convention, one of the world's seven continents. Comprising the westernmost peninsula of Eurasia, Europe is generally 'divided' from Asia to its east by the watershed divides of the Ural and Caucasus Mountains, the Ural River, the Caspian and Black Seas, and the waterways connecting...
. The brand today has presence in more than 80 countries across the world.
History
In 1973 it was originally just a weekend road side stall on the Portobello Road MarketPortobello Road
Portobello Road is a street in the Notting Hill district of The Royal Borough of Kensington and Chelsea in west London, England. It runs almost the length of Notting Hill from south to north, roughly parallel with Ladbroke Grove. On Saturdays it is home to Portobello Road Market, one of London's...
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.
By 1975, the number of market stalls grew to four. One of the stalls was stationed at Kensington Market
Kensington Market
Kensington Market is a distinctive multicultural neighbourhood in Downtown Toronto, Ontario, Canada. The Market is an older neighbourhood and one of the city's most well-known. In November 2006, it was designated a National Historic Site of Canada. Robert Fulford wrote in 1999 that "Kensington...
, 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
Carnaby Street
Carnaby Street is a pedestrianised shopping street in London, United Kingdom, located in the Soho district, near Oxford Street and Regent Street. It is home to numerous fashion and lifestyle retailers, including a large number of independent fashion boutiques...
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
India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
in 1989. The brand is currently a leading player in the premium jeans and casual wear segment, enjoying a market share of more than 25 percent.
The songs "Heart and Soul
Heart and Soul (T'Pau song)
"Heart and Soul" is a song by British pop band T'Pau. Featuring vocalist Carol Decker performing overlapping lyrics, the song was released as a single record in 1987, taken from the 1987 album Bridge of Spies. Following its inclusion in a Pepe Jeans advert, the single reached #4 in both the US and...
" by T'Pau
T'Pau (band)
T'Pau was a 1980s British Rock group led by singer Carol Decker. They had a string of Top 40 hits in the UK, and several hits in the United States and Europe...
and "How Soon Is Now?
How Soon Is Now?
"How Soon Is Now?" is a song by the British alternative rock band The Smiths. Written by Smiths singer Morrissey and guitarist Johnny Marr, it was originally a B-side of the 1984 single "William, It Was Really Nothing"...
" by The Smiths
The Smiths
The Smiths were an English alternative rock band, formed in Manchester in 1982. Based on the song writing partnership of Morrissey and Johnny Marr , the band also included Andy Rourke and Mike Joyce...
were used to advertise the brand in 1987 and 1988 respectively. Also the supermodel Kate Moss
Kate Moss
Kate Moss is an English model. Moss is known for her waifish figure and popularising the heroin chic look in the 1990s. She is also known for her controversial private life, high profile relationships, party lifestyle, and drug use. Moss changed the look of modelling and started a global debate on...
’ 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.