Pepe Jeans
London-founded denim and casualwear brand with a British streetwear identity and international operations from Spain.
Last updated August 26, 2026
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Overview
Pepe Jeans, also known as Pepe Jeans London, is a denim and casualwear brand established in 1973 in the Portobello Road area of London. Its beginnings were modest: three brothers operated a weekend market stall before expanding into a permanent shop on Carnaby Street. The brand developed during a period when denim was moving from workwear and subcultural clothing into mainstream youth fashion, and its London origin became a central part of its identity. After establishing itself in the United Kingdom, Pepe Jeans expanded into continental Europe during the 1980s. The brand’s proposition has generally combined denim with broader casual apparel, including tops, jackets and accessories. Its design language is associated with youthful styling, metropolitan British influences and fashion-oriented casualwear rather than with purely utilitarian jeans. The “London” association in its alternate name reinforces the brand’s origin and international positioning, even though the company is now based in Spain. The ownership structure has changed several times. Reference material identifies Arun Shah, Nitin Shah, Milan Shah and Farook Jamal as owners in 1988. In February 2015, Pepe Jeans and Hackett London, which formed part of the Pepe Jeans Group, were acquired by Lebanon-based M1 Group together with L Capital Asia, the LVMH-related investment vehicle. The previous ownership included Torreal Funds, Artá Capital, L Capital Europe and company management. The group subsequently broadened its portfolio: Norton Clothing was added in 2015 as a tribute to the British motorcycle marque Norton, and the French fashion brand Façonnable was acquired in 2016. Pepe Jeans has used celebrity ambassadors, fashion imagery and cultural associations to maintain its relevance with younger consumers. Dua Lipa was appointed a global ambassador in 2019. In 2023, the brand marked its fiftieth anniversary in London with a photography exhibition presenting campaigns from its history and a dinner connected with the appointment of Lila Moss as a new ambassador. The anniversary activity positioned the brand’s archive, London roots and campaign history as strategic assets. The brand also has a significant presence in India. In December 2023, Pepe Jeans announced plans to expand there, citing an existing network of approximately 200 stores and a target of opening more than 100 additional stores over the following three years. The company has also maintained a connection with international sport through sponsorship of Red Bull Racing in Formula One since 2010. In 2024, this relationship was expanded through a title partnership for the Red Bull Racing Pepe Jeans Academy Programme, supporting Red Bull Racing entrants in F1 Academy, Formula One’s female-only single-seater championship. Pepe Jeans is therefore best understood as an international fashion brand rather than a standalone British retailer. Its commercial identity rests on denim, casual apparel, youth-oriented marketing and the continuing use of London heritage, while its corporate base and ownership are connected to Spain and M1 Group. Financial performance, current store counts outside the specifically reported Indian figures, and a complete current executive roster are not established by the supplied sources.
History
Pepe Jeans began in 1973 at London’s Portobello Road Market, where three brothers operated a weekend stall. The business later moved into a permanent Carnaby Street store, giving the label a stronger retail platform and linking it to one of London’s best-known fashion districts. Its early development coincided with the growing cultural importance of denim among young consumers, allowing the company to present jeans as fashion products as well as everyday clothing. The company entered European markets during the 1980s. This expansion transformed Pepe Jeans from a London market-origin business into an international denim label. London remained central to its image, while the business increasingly operated across European fashion and retail networks. The brand’s range broadened beyond jeans into casual apparel and accessories, creating a lifestyle-oriented offer around denim rather than a single-product specialization. Ownership records cited for 1988 identify Arun Shah, Nitin Shah, Milan Shah and Farook Jamal. Later, the business became associated with an investment-backed ownership structure. In February 2015, M1 Group and L Capital Asia acquired Pepe Jeans and Hackett London, which were then part of the Pepe Jeans Group. The sellers were identified as Torreal Funds, Artá Capital, L Capital Europe and company managers. This transaction placed Pepe Jeans within a broader multi-brand fashion group connected to M1 Group. Portfolio development continued after the 2015 transaction. Pepe Jeans announced Norton Clothing in 2015 as a tribute to the British motorcycle brand founded in 1898. In 2016, the group acquired the French fashion label Façonnable. These moves indicated an effort to manage several fashion brands with different heritage and market identities rather than relying exclusively on Pepe Jeans’ original denim proposition. Leadership and marketing also evolved. Marcella Wartenbergh became chief executive of Pepe Jeans Group in September 2019. That year, Dua Lipa became a global ambassador, giving the brand a high-profile connection with contemporary popular culture and its younger target audience. The company has additionally maintained a long-running sports association: it has sponsored Red Bull Racing in Formula One since 2010. In 2023, the brand used its fiftieth anniversary to foreground its London heritage. A photography exhibition presented campaigns from Pepe Jeans’ history, and a celebratory dinner honored new ambassador Lila Moss. The same year, the company described India as a growth market. It reported approximately 200 stores there and announced an intention to add more than 100 over the next three years. The Red Bull Racing relationship developed further in 2024 through the Red Bull Racing Pepe Jeans Academy Programme. The title partnership was aimed at supporting Red Bull Racing entrants in F1 Academy, a female-only single-seater championship founded by Formula One. Pepe Jeans’ history consequently combines London-origin brand storytelling, European expansion, multi-brand ownership, celebrity marketing, retail development in India and sports partnerships. The supplied reference material does not establish detailed financial results, precise global store numbers or a complete current management structure.
- 2024
Red Bull Racing Pepe Jeans Academy Programme
[1]The brand entered a title partnership supporting Red Bull Racing’s F1 Academy entrants.
- 2023
Fiftieth-anniversary celebration
[1]The brand celebrated its London origins with a campaign photography exhibition and an event associated with ambassador Lila Moss.
- 2023
Indian store expansion announced
[1]Pepe Jeans announced plans to add more than 100 Indian stores over three years.
- 2019
New group chief executive and global ambassador
[1]Marcella Wartenbergh became chief executive in September, while Dua Lipa became a global ambassador.
- 2016
Façonnable acquired
[1]Pepe Jeans Group acquired French fashion brand Façonnable.
- 2015
Acquisition by M1 Group and L Capital Asia
[1]Pepe Jeans and Hackett London were acquired by M1 Group and L Capital Asia.
- 2015
Norton Clothing added
[1]The group announced Norton Clothing as a tribute to the British motorcycle marque Norton.
- 2010
Red Bull Racing sponsorship begins
[1]Pepe Jeans began sponsoring Red Bull Racing in Formula One.
- 1988
Ownership recorded under Shah and Jamal investors
[1]Reference material identifies Arun Shah, Nitin Shah, Milan Shah and Farook Jamal as owners in 1988.
- 1980
European expansion
[1]Pepe Jeans expanded from the United Kingdom into continental Europe during the 1980s.
Products and positioning
Mid-market, fashion-oriented denim and casualwear brand with a youthful British street-style image.
Denim apparel · 1973
Denim jeans
The core Pepe Jeans category is denim trousers and jeans. The brand’s historical identity is built around fashion-led denim associated with London youth culture, casual styling and international mainstream retail. The supplied sources do not specify individual fits, fabric technologies or named current collections.
Denim apparel
Denim jackets
Denim jackets extend the brand’s central jeans proposition into coordinating outerwear. They form part of the broader casualwear offer associated with Pepe Jeans, although the reference material does not identify specific current jacket ranges or signature models.
Apparel
Casual apparel
Pepe Jeans operates beyond denim through casual tops, shirts, sweatshirts, knitwear and other everyday apparel. These products support the brand’s positioning as a complete youthful casualwear label rather than a jeans-only specialist.
Fashion accessories
Accessories
Accessories are part of the brand’s typical merchandise mix and help complete its denim-led lifestyle proposition. Specific accessory categories and named products are not detailed in the supplied reference material.
Marketing campaigns
- 2024Red Bull Racing Pepe Jeans Academy Programme
International
Pepe Jeans became title partner of a Red Bull Racing programme supporting the team’s entrants in F1 Academy.
Outcome. The partnership broadened the existing motorsport relationship to a women-focused racing series.
- 2023Fiftieth-anniversary campaign exhibition
United Kingdom · International brand audience
Pepe Jeans celebrated its fiftieth anniversary with a London photography exhibition featuring campaigns from its history.
Outcome. The initiative highlighted the brand’s archive and London heritage.
- 2023Lila Moss ambassador appointment
International
A fiftieth-anniversary dinner honored Lila Moss as a new Pepe Jeans ambassador.
Outcome. The appointment extended the brand’s celebrity-led positioning.
- 2019Dua Lipa global ambassador partnership
International
Dua Lipa became a global ambassador for Pepe Jeans, reinforcing its youth-oriented international fashion marketing.
Outcome. The partnership established a high-profile celebrity association for the brand.
- 2010Red Bull Racing sponsorship
International
Pepe Jeans began sponsoring Red Bull Racing in Formula One, linking the fashion brand with a globally visible motorsport team.
Outcome. The sponsorship continued into a later title partnership.
Brand decisions
2024
Title partnership for F1 Academy programmeOtherBackground
Pepe Jeans had sponsored Red Bull Racing in Formula One since 2010.
Action taken
The parties created the Red Bull Racing Pepe Jeans Academy Programme for the team’s F1 Academy entrants.
Aftermath
The agreement extended the sponsorship into a female-only single-seater racing championship.
2023
Indian retail expansionStrategyBackground
The company identified India as a development market with an existing network of approximately 200 stores.
Action taken
Pepe Jeans announced plans to open more than 100 additional stores in India over the following three years.
Aftermath
The announcement established India as a significant stated growth priority, but later delivery figures are not provided in the supplied sources.
2016
Acquisition of FaçonnableM&ABackground
The group continued to broaden its presence in fashion beyond its original denim label.
Action taken
Pepe Jeans Group acquired French fashion brand Façonnable.
Aftermath
Façonnable joined the group’s multi-brand portfolio.
2015
Sale of Pepe Jeans and Hackett LondonM&ABackground
The brands were transferred from an ownership group comprising investment funds and management.
Action taken
M1 Group and L Capital Asia acquired Pepe Jeans and Hackett London.
Aftermath
The brands remained within the Pepe Jeans Group, which later expanded its portfolio with Norton Clothing and Façonnable.
2015
Addition of Norton ClothingStrategyBackground
The group sought to add a brand connected to British heritage and motorcycle culture.
Action taken
Pepe Jeans Group announced Norton Clothing as a new brand and tribute to Norton.
Aftermath
Norton became part of the group’s broader brand portfolio.
Recent events
- 2024
Red Bull Racing Pepe Jeans Academy Programme announced[1]
Campaign · Other
Pepe Jeans expanded its Red Bull Racing relationship through a title partnership supporting the team’s entrants in F1 Academy.
- 2023
Pepe Jeans marks its fiftieth anniversary in London[1]
Campaign · Other
The brand celebrated five decades in London with a photography exhibition documenting its campaigns and a dinner associated with new ambassador Lila Moss.
- 2023
Pepe Jeans announces Indian expansion plan[1]
Other
The company announced plans to open more than 100 additional Indian stores over three years, building on an existing presence of approximately 200 stores.
- 2019
Marcella Wartenbergh becomes chief executive[1]
Leadership change
Marcella Wartenbergh became chief executive of Pepe Jeans Group in September 2019.
- 2019
Dua Lipa appointed global ambassador[1]
Campaign
Pepe Jeans appointed singer Dua Lipa as a global ambassador, extending its youth-focused international marketing.
- 2016
Pepe Jeans Group acquires Façonnable[1]
M&A
The group expanded its fashion portfolio through the acquisition of French brand Façonnable.
- 2015
M1 Group and L Capital Asia acquire Pepe Jeans and Hackett London[1]
M&A
The two investors acquired Pepe Jeans and Hackett London from a group that included Torreal Funds, Artá Capital, L Capital Europe and company management.
- 2015
Pepe Jeans adds Norton Clothing to its brand portfolio[1]
M&A
The group announced Norton Clothing as a new brand, using the name as a tribute to the British motorcycle marque Norton.
Sources2 sources
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