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Pepe Jeans: a denim icon with London roots

Pepe Jeans are a true denim pioneer. They are one of a handful of iconic brands whose jeans have become a staple item in wardrobes across the globe, crossed generations, and remain an in-demand label after 50 years in the industry. They create fresh, contemporary looks in denim and casualwear, and have done so since the start of their company in the 1970s. With their popularity continuing to rise, it's not just denim and jeans they're known for. This brand has a modern line of womenswear, menswear, a children's line, shoes and accessories. Expect fresh, urban and youthful designs, on-trend colours and effortlessly cool, throw-on looks. Their durable, modern outfits will see you through each season, and with the brand's quick turnaround of designs following the prestigious runway shows, you'll be consistently on-trend at an affordable price point.

The birth of denim royalty

Pepe Jeans London began its story in 1973, founded by three brothers who ran a weekend stall at the famous fashion melting pot of Portobello Road, London. The success of their stall grew thanks to the quality of their jeans, and this resulted in the team expanding into a shop at another world-renowned fashion hot spot, Carnaby Street. This flagship store still exists today, and the brands reach headed into Europe in the 1980s. Today, the brand holds over 440 stores globally and has become one of the leading denim labels across the world. Though it's headquarters are in Sant Feliu de Llobregat, Spain, the company has honoured its British heritage by working with brand ambassadors such as London IT girls Cara Delevingne and Georgia May Jagger, and British pop star Dua Lipa. With its reinvention of their jeans in many cuts and styles alongside a growing collection of shirts, dresses and outerwear, this brand commands a large, young demographic and will remain a denim powerhouse in the industry for years to come.

Incorporating Pepe Jeans London into your outfits

It's simple to introduce this easy to wear brand into your wardrobe, especially since you can order them comfortably online – straight to your door! With enduring styles that have stayed in fashion for decades, yet remained fresh and on-trend, their classic jeans would be a great place to start. This popular brand has managed to reinvent the humble jean into many different styles, and the eternal search for the perfect pair of jeans may be well within your grasp. Whether skinny is your style or you're more into a regular fit, their jeans will feel like they've been cut just for your shape. You can create an entire outfit from this brand; keep it casual with sweatshirts & hoodies, smarten up with shirts & tops, or layer up in winter with stylish jackets. Their youthful designs will keep you looking cool and current throughout the year. Pepe Jeans London's beginnings still remain at its roots and continue to influence their exciting and diverse collections of today.