ON A STALL AT LONDON’S PORTOBELLO MARKET IN 1973, NITIN SHAH AND HIS TWO BROTHERS, ARUN & MILAN BEGIN SELLING DENIM.
Cut to today and Pepe Jeans is recognised as one of the fastest growing denim and casual wear brands in the world. Over the years the brand has worked with innovative creatives and emerging models. A young Kate Moss featured in the Autumn Winter 90/91 Direction Books and the tradition continues with names like Cristiano Ronaldo, Sienna Miller, Laeticia Casta, Fernando Torres, Ashton Kutcher or supermodels Natalia Vodionova and Daria Werbowy all featuring in worldwide campaigns.
With must-have fashion allure and premium appeal, this season the brand reinvents retro shapes with fresh perspectives for a funky, eclectic look showcased by British pop sensation and brand ambassador Dua Lipa.