The Bite Magazine - Autumn/Winter 2022 - Issue 32

The Future is Bright Pepe Cristina Lloyd looks at Pepe Jeans London’s latest fragrance Bright empowering all women and their uniqueness, individuality, diversity and power. bitefragrance Jeans London T he drive to manufacture jeans with original labels took Nitin Shah and his brothers Arun and Milan from a market stall on Portobello Road, west Lon- don, every Saturday in 1973 to a 25,000 square me- tre warehouse with office space a few years later. After ex- panding to four stalls in the market, they opened their first boutique on King’s Road under Saint Tropez Trading Com- pany. Soon after, Nitin changed the brand name to a shorter, more straightforward and snappier name, Pepe Jeans. By 1980, Pepe Jeans London became one of Britain’s most suc- cessful denim brands, rivalling similar brands in the United States. Three years later, it started its international expansion into Ireland, the USA and Europe. Today, Pepe Jeans is one of the principal jeans brand globally. In 1986, renowned fashion photographer Bruce Weber was commissioned to shoot their first major campaign to articulate its message in a sexy and engaging way, followed by cinema and commercial exposure. Its successful retail and wholesale distributions have allowed the denim and casual wear brand to increase and be pres- ent in 65 countries on five continents. It has a tremendous