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Pepe Jeans London was established in the chic Portobello Road area of London in 1973 by brothers Nitin Shah, Arun Shah and Milan Shah. Before the brand began Nitin Shah worked for a petrol station and was spotted by a man named Shantilal Parmar who ran a jeanswear business. Shantilal Parmar took Nitin Shah on from the petrol station to work for him as a commissioned agent selling jeans. From these beginnings and learning all about the jeans industry, from Shantilal, Nitin and his three brothers started there own company. Ultimately the company manufactured jeans for the three brothers that they sold on the stalls.

Number of market stalls grew to 4. This also included Kensington Market, which housed many other denim sellers many of which also became well know jeanswear wholesalers. From its genesis as a small market booth to more than half a US $billion dollar denim and casual wear brand, Pepe has transformed itself to one of the fastest growing jeans labels in Europe. The brand today has presence in more than 80 countries across the world. The brand is currently the leading player in the premium jeans and casual wear segment, enjoying a market share of more than 25 percent. Pepe Clothing