Pepe Jeans, founded in 1973 by three brothers at London’s Portobello Road Market, quickly evolved from a weekend denim stall into a global brand. The trio of Nitin, Arun, and Milan Shah took their casual yet distinctive aesthetic from a market stall to the iconic Carnaby Street, then expanded across Europe in the 1980s. By tapping into the burgeoning denim trend of the 1980s and 1990s, Pepe Jeans cemented itself as an international powerhouse with a unique approach to fit and style, offering jeans for every occasion and body type.

Over the years, Pepe Jeans diversified its portfolio by managing additional brands such as Hackett and distributing Tommy Hilfiger and Calvin Klein in Spain and Portugal. In 2020, the Pepe Jeans Group rebranded itself as All We Wear Group to unify its various operations under a single identity. The brand continued to refine its product offerings, embracing varied denim styles and expanding into accessories, outerwear, and footwear. By launching a B2B platform in 2017, it further streamlined its distribution channels for retail partners.

In recent years, Pepe Jeans has prioritized sustainability with its ‘Pepe Future’ platform. Focused on responsible materials, water conservation, and sustainable finishes, the brand has taken significant steps to align its sourcing and production with eco-conscious practices. This aligns with its goal to keep customers informed about their sustainable efforts while ensuring the Pepe Future collection reflects this renewed commitment.

In September 2023, the brand celebrated its 50th anniversary in London with a retrospective photo exhibition and a special dinner honoring new ambassador Lila Moss. Their future looks bright, with expansion plans into the Indian market through 100 new stores over the next three years, reinforcing their long-standing legacy as a staple in global denim fashion.

Iconic 80s Pepe Jeans Advert

How to tell if Pepe Jeans is vintage from the logo

Pepe Jeans London has been a staple in the fashion industry since its inception in 1973. Known for their distinctive denim and casual wear, the brand has stayed relevant by keeping its iconic logo consistent over the years. However, some subtle changes have occurred, which can help distinguish vintage pieces from modern ones.

1972 to now Pepe Jeans logo

• The Pepe Jeans logo features a distinctive script-style font, which remains consistent over the decades.
• The word “London” is placed below the Pepe Jeans text in a smaller, capitalized sans-serif font.
• The “Pepe Jeans” text is in a playful, rounded script that retains its individuality while being legible.
• This logo has been used continuously with minimal variations since the brand’s founding, making it difficult to differentiate specific years solely by the logo.

1972 to now Pepe Jeans logo

How to tell if Pepe Jeans is vintage from the tags

Vintage enthusiasts know that a brand’s journey is often encapsulated in the subtle shifts of its tags, and Pepe Jeans is no exception. From the 1980s to the 2010s, the brand’s labels have reflected changes in style and market trends. In the 1980s, tags emphasized “Made in the U.S.A.” quality with the iconic cursive logo, highlighting the brand’s American roots and attention to detail. By the 1990s, bolder circular logos emerged with descriptors like “Technical Superior Products,” signaling a shift toward innovation and global appeal.

In the 2000s, tags became more comprehensive with international size measurements and care instructions as Pepe Jeans adapted to a global clientele. The 2010s introduced minimalist designs with a mix of circular and rectangular logos, streamlining the brand’s message while incorporating slogans like “British Clothing Co.” to reinforce its heritage. Understanding these trends in Pepe Jeans tags can help vintage enthusiasts identify the origin and era of iconic pieces while appreciating the brand’s evolving legacy.

Need help with vintage labels? Submit a picture on our vintage tag identification page, and we’ll assist you!

1980s vintage Pepe Jeans tags

• Logo features the distinctive cursive “Pepe Jeans” signature, often on a cotton label.
• Uses “London” as a descriptor beneath the main logo.
• Frequently labeled “100% Cotton, Made in the U.S.A.”
• May include unique tags indicating fit or size.

1980s Pepe Jeans tags

1990s vintage Pepe Jeans tags

• Introduction of the Pepe Jeans logo within a circular design.
• Includes descriptors like “Technical Superior Products.”
• Occasionally features additional sizing or manufacturing details.
• Uses “Pepe Jeans London” in bold, all-caps lettering.

1990s Pepe Jeans tags

2000s vintage Pepe Jeans tags

• Maintains the Pepe Jeans signature logo, sometimes accompanied by additional branding elements like “Power Flex.
• Features larger, bolder tags that also include care instructions.
• May list multiple size measurements for different regions (e.g., USA, Europe).
• Manufactured in a range of countries, including China.

2000s Pepe Jeans tags

2010s vintage Pepe Jeans tags

• Adopts a more streamlined logo design, often featuring a combination of styles (e.g., circular, rectangular, or signature).
• Includes additional tags or care instructions beneath the main logo.
• Greater use of varying fonts, colors, and materials for the labels.
• Sometimes adds slogans or branding, such as “British Clothing Co.”

2010s Pepe Jeans tags