Archives for category: Pepe Jeans

I’ve been eagerly waiting to see the new Pepe Jeans campaign…and here it is: ‘Pepe was here’… definitely a great step in the right direction. It captures a truer form of Britain, or perhaps what we, as British, prefer to see. Rather than the imagery from the A/W 11 campaign, where I feel it was the stereotypical image of what other countries tend to think of us.

This S/S campaign seems to be targeted more at the UK this time, rather than their bestselling European countries, such as Germany, France and Spain. The focus is british youth culture and holds a slight ‘back in time’ feel.

I believe this new concept holds potential for the brand to develop again within the UK…suppose we’ll have to wait and see!


Pepe Jeans London Autumn/winter Campaign was set outside a “typically English”  Edwardian county house in Norfolk. Pepe Jeans wanted to create an image that represent rock, youth and a touch of glamour. We get the the idea, but I think that the denim company which peaked in the ’80’s need to go back to their more successful campaigns and analyse how they can bring them back to life with more of a modern touch. Its important for a brand to get their marketing just right portraying the image that will reach to their target consumer. I feel that pepe need to step up their game for the UK, we have seen the british heritage ads already (Tommy Hilfiger for example). And Pepe Jeans already know this. After having a discussion with a few employees in Pepe Jeans HQ they realise that for the UK especially the brand needs more edge and shock to be noticed again.

Carnaby Street store:

Key looks & merchandise mix:

Mens wear:

  • Plenty of check shirts to keep the trend going for a life time
  • The checks teamed with leather goods
  • Shirts teamed with warm looking pullovers and scarves (going for the preppy look)
  • Sleeves rolled up, trouser hems rolled up!

Womens wear:

  • Heavy knits for the cold we are now experiencing!
  • Florals on feminine silhouettes
  • Heavy, detailed prints. Especially on their Warhol range
  • Lots of sheer shirts (My personal favourites)
  • Separate collection of smart smocks, light fabrics.


  • Mens and womens displayed in a very organised manner…definitely felt uncomfortable rummaging through
  • A selection of styles hung beside the walls of denim display
  • What did the styles mean!? ‘Pixie’, ‘Venus’ and ‘Brooke’??

In 1973 Pepe Jeans London set up stall in the great British Portobello Road Market, selling the ever so popular product, denim. This, however, was not how the brand first appeared into the world.

Nitin Shah, was Kenyan working in a petrol station in India and was approached by Shantilal Parmar, a jeans-wear business man. He employed Nitin as a sales agent working on comission, to sell Shantilal Parmar Company denim. From this Nitin learnt everything he could about denim jeans, from the strongest and best way to stitch jeans, to the different fits, from the different materials, to the numerous washes. With this great knowledge of denim jeans Nitin had the drive to set up his own jeans company. With his two brothers Arun Shah and Milan Shah a new company was born; Sholemay Ltd Trading, sourcing their manufactured jeans from Shantilal Parmar Company. Eventually they took their business to the UK in 1973, changing the name to Pepe Jeans London.

Now Pepe Jeans is a well established clothing brand still focusing on denim. They are mostly popular within the European countries, Spain, Germany and France. This maybe because the headquarters have moved to Spain and Pepe Jeans is now owned by a selection of Spanish Investment companies. But during the late 80’s early 90’s the British loved Pepe Jeans, it was the peak of their sales, and since the popularity has been completely taken over by some very worthy competitors. This is where my dissertation research began.

Image found at

What happened to Pepe Jeans and how can we bring it back? Stay tuned!

V x