Straight from London, British brand Pepe Jeans rose to stardom in the 1970s with jeans that were anything but the norm. Back then, the young and fashion conscious were lining up under a railway bridge to get their hands on a pair of unique, urban jeans. Today, the brand has risen to the top of the global fashion pack with denim styles for adults and children that are classic, cool and casual. Season after season, Pepe Jeans keeps kids and teens stocked with all the basics they need, for a signature and coveted British edge.

The Pepe Jeans story

A noisy crowd bustles around a modest stall at Portobello market in London. The rumour mill has been hard at work and they're here to get their hands on a pair of those jeans everyone is talking about. It's 1973 and we're on a bridge in Notting HIll: that's where Pepe Jeans was born. At the time faded and blue denim jeans were everywhere. The brand's creator Nitin Shah and his brother let their vision of jeans lead the way, designing for the young people who inspired them, reflecting their worries and emotions reflected in the style of their clothing.

Ten years later Pepe Jeans had already overshadowed the biggest American brands with their rock, vintage identity and top-notch quality. Nitin Shah and his brothers were aware of the phenomena and dedicated themselves to the local and international growth of their brand on a full-time basis. In a stroke of mastery, they contracted the most visible fashion photographer of the era, Bruce Weber, to create the images for their advertising campaigns. Worn by stars all over the world, this British brand was also a hot on the street and as their notoriety exploded, the label became an international leader.

Pepe Jeans for children

In 2002, Pepe Jeans launched its children's clothing range infused with the same 70s London DNA. An iconic logo, the British flag, distressed effects, vintage inspirations, a pop of colour, prints....all the codes that make the label identifiable come together to create a line which has today become a benchmark for casual children's clothing. Jeans, checked shirts, distressed t-shirts, liberty dresses...plus basics, Pepe Jeans Junior also produces an Andy Warhol micro collection every season, and creates the cult adult look in a mini-me version.

The English brand, which has just celebrated 45 years has become a giant in the 3-16 year old clothing bracket. Pepe Jeans Junior and Teen lines are all about sweatshirts, trainers, jumpers or iconic t-shirts, accompanying the new generation in the quest for innovation. Today, Pepe Jeans trainers are absolute must-haves - so much so that the British label has created a separate footwear line which is available in children's sizes (32 to 40)

What is more, the brand is becoming more and more environmentally friendly and now has a new faded denim that is created without the use of chemical substances.