Pepe Jeans

Pepe Jeans London is the British-Spanish denim and casualwear brand founded in 1973 by the Shah brothers (Arun, Nitin, Milan) and Farook Jamal on Portobello Road in London. The brand is owned by the M1 Group, the Lebanese holding company based in Beirut, which acquired Pepe Jeans and sister brand Hackett London from Torreal Funds, Artá Capital, and L Capital Europe in February 2015 jointly with L Capital Asia (then LVMH’s Asia private equity arm). Pepe Jeans operates inside AWWG (All We Wear Group), the parent organization headquartered in Sant Feliu de Llobregat near Barcelona.

CEO Carlos Ortega leads AWWG, which distributes Pepe Jeans (approximately 58% of group revenue), Hackett London (premium British menswear), and operates regional distribution agreements for Calvin Klein and Tommy Hilfiger (the PVH-owned brands) in select markets covering approximately 10% of AWWG revenue. The group employs approximately 4,500 people. AWWG targets €650 million in group revenue by fiscal year 2025-26, building from approximately €585 million in the prior year. The “Pepe Evolution” strategy launched with the Fall/Winter 2023-2024 campaign repositioned the brand toward higher-quality product, refreshed retail concepts, and elevated communications including Dua Lipa as global ambassador (since 2019). Pepe Jeans has sponsored Red Bull Racing in Formula One since 2010, signing a title partnership deal in 2024 supporting Hamda Al Qubaisi in the F1 Academy female-only single-seater championship. The brand suspended Russian operations in 2022.

Pepe Jeans operates more than 200 standalone stores and reaches more than 6,000 points of sale across over 80 countries. Two-thirds of group sales originate outside Spain, with strong positions in the United Kingdom, France, Germany, Italy, Portugal, India, and select Latin American and Middle Eastern markets. For mall operators, Pepe Jeans is a Class A and Class B+ specialty denim and casualwear tenant typically taking 200 to 500 square meters, fitting alongside Diesel, Replay, G-Star Raw, and the contemporary denim cluster.