Pepe Jeans
AWWG (formerly Pepe Jeans Group) · United Kingdom
Pepe Jeans London is a denim and casual wear brand founded in 1973 on a market stall on Portobello Road in London by the Shah brothers. Now run from near Barcelona by AWWG, the group formerly called Pepe Jeans Group that also owns Hackett, it is a widely distributed mid-market jeans brand across Europe and India.
| Founded | 1973, London |
|---|---|
| Founders | Nitin, Arun and Milan Shah |
| Owner | AWWG (formerly Pepe Jeans Group) |
| Main shareholders | M1 Group and L Capital Asia (since 2015) |
| Headquarters | Sant Feliu de Llobregat, Spain |
| Segment | Denim and casual wear |
| Website | pepejeans.com |
What is Pepe Jeans?
Pepe Jeans London sells jeans, shirts, T-shirts, outerwear and accessories for women, men and children, and markets itself on its London origins. The brand is the founding label of AWWG, the fashion group formerly known as Pepe Jeans Group, whose portfolio also includes Hackett London. The business is based in Sant Feliu de Llobregat near Barcelona.
History
Brothers Nitin, Arun and Milan Shah started Pepe Jeans in 1973 at a weekend stall on Portobello Road market in west London. A store on Carnaby Street followed, and in the 1980s the brand expanded across Europe. Its operational centre later moved to Spain, which became one of its most important markets. In February 2015 the Lebanese holding company M1 Group and L Capital Asia, an LVMH-affiliated investment firm, bought Pepe Jeans and Hackett from their previous investors. The group added Façonnable in 2016 and celebrated the brand's 50th anniversary in London in 2023.
Products and positioning
Pepe Jeans is positioned in the mid-market, offering a broad denim range with casual collections for younger consumers. Marketing has relied on ambassadors such as Dua Lipa, named in 2019, and Lila Moss in 2023, as well as a long-running motorsport partnership with Red Bull Racing that includes its F1 Academy programme.
Business model and distribution
The brand combines wholesale through department stores and multi-brand retailers with its own stores, franchise partners and e-commerce. India is a key market, with around 200 stores and plans announced in 2023 to open more than 100 additional stores over three years.
Why it matters
Pepe Jeans is an example of a British-born brand that became a pan-European denim player with Spanish management and international owners. Its growth in India also illustrates how European mid-market fashion brands pursue expansion through local store networks.
Frequently asked questions
Who owns Pepe Jeans?
Pepe Jeans belongs to AWWG, the group formerly called Pepe Jeans Group, which also owns Hackett London. In 2015 the group was bought by the Lebanese M1 Group and L Capital Asia.
Is Pepe Jeans British or Spanish?
Pepe Jeans was founded in London in 1973 and still trades as Pepe Jeans London, but the business has long been run from Spain, near Barcelona.