Posts in "Pepe Jeans"

Pepe Jeans London: the fashion brand history

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Pepe Jeans | March 7, 2011

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monochrome fashion commercials

Pepe Jeans is a British denim brand started its history in 1973, when 3 brothers Nitin Shah, Arun Shah, and Milan Shah, originating from Kenya, decided to make their own unique denim brand. They started their humble business while working at other full-time jobs. Their first trading area was Portobello Road – the world’s largest antiques market in London. They rented a market stall and sell their jeans every Saturday. In a few time due to a high quality of the jeans and the fact that they were fitting well, their humble enterprise gained a deserved success.
Initially, the company was called Sholemay Ltd trading. But later brothers decided to re-name the brand as to make it more catchy and written without any trouble.
By 1975, the small and humble company started to expand: there were already 4 market stalls at Kensington Market, and Portobello Road Market. The first store of Pepe Jeans was opened at Kings Road street, London. Another stage of eh company development was the new boutique at Carnaby Street and a 25,000-feet office and warehouse at the Avonmore Trading Estate.
Due to a great success in Great Britain, the Pepe Jeans company decided to expand to other European markets.
Nowadays, the brand is the leading player in the premium jeans and casual wear segment, enjoying a market share of more than 25 percent of the global premium denim market.
Interesting fact is that the first advertising campaign Kate Moss took part in was a commercials of Pepe Jeans.