Stemming from the ingenious idea of three brothers- Nitin Shah, Arun Shah and Milan Shah, Pepe jeans was born on a roadside stall on Portobello Road Market in West London's trendy Notting Hill district. They christened it Pepe (pronounced Peh-Pay) because it was short and could be written without a problem. Since its debut in 1973, Pepe Jeans became so much in demand that it expanded to four stalls and from then on, has been growing at a mind-boggling rate. It has penetrated more than 60 markets worldwide and was launched in India in 1989. Pepe Jeans merchandise is available through 45 Pepe exclusive stores across the country, more than 55 large format store locations, and 1200 multi-brand premium outlets.

Pepe's proclivity to timeless craft, chic, arty, wonderfully enduring, and fabulously practical clothing has added oodles of versatility to casual clothing. It is synonymous with street fashion and urban life and draws inspiration from typical street-wear styles seen in cities around the world. Pepe Jeans has always had an aura of Streetwise cool about it. Pepe Jeans London was developed as a Jeanswear brand but has now grown into a lifestyle choice for men, women and kids. Pepe interweaves conventional denim-wear with contemporary fashions; adding new fabrics and finishes to retain old worlds charm with new world ideas. Pepe Jeans is radical, avant-garde and the forerunner in modern-day fashion. Projecting the brand's sense of unique personal style on which it was established, Pepe Jeans has reached an altogether new echelon of international recognition unmatched and unparalleled.

Pepe's unpretentiousness is what's "cool" about it. The attention to detailing, with double stitched seams and copper rivets, has made them a success. The range of different denims it produces has also been significant; Pepe Jeans has asserted a reputation for quality, both in its staple Basic line, which established Pepe's classic straight-cut shapes for jeans and jackets, and its production of a changing array of washes and dyes to pick up on current fashion trends for its other lines. Pepe Jeans has a vast collection of trendy T-shirts, shorts, pants, Jerseys and skirts that cater to both men and women. The shirts have colored checks and highlighted stripes. The Pepe clothing sports tones of red, yellow, pink, lime and green and some have hand embroidered details. They have effortlessly double parked style and comfort. With collections named -Anti-Cool, Denim Junkie, Engineered Originals, Combat, Utilitarian, etc who would've expected anything else!? It accommodates everyone's quirks to come up with wacky and interesting clothing.

Pepe Jeans has some of the sexiest clothing around. In keeping with new trends and tastes, they have reinvented themselves manifold times. Everything one would associate with casual wear is on its list - casual cotton shirts, denim shirts, light-weight jeans, t-shirts, shirts, jackets, cotton pants, sportswear and accessories such as duffel bags, caps, wrist bands, wallets, belts etc. Unique solutions for apparel and footwear manufacturing, called STYLEman have been implemented by Pepe Jeans.

Pepe Jeans is demi-cool, demi-rebel, with a zany twist to it. Words like 'hip' and 'chilled out' are inseparable from Pepe Jeans. That's what makes it an obvious choice for most.