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Pepe Jeans London returns to Portobello Road for 40th anniversary

Pepe Jeans London was founded in 1973 in a tiny market stall in Portobello Road and 2013 marks the 40th anniversary of the famous jeans brand that is now present in more than 60 countries in all 5 continents.

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We often forget the origins of a fashion brand, as we are flooded by the more recent creations that come off the catwalk or by the new and hottest trend of the moment, but it’s the story behind a company and the particular details that goes into each garment or accessory, that determines its success and keeps the brand fresh and up-to-date which continues to purvey a fascinating aura, despite the passing years.

February 1973 and the streets teeming with life and sounds of Notting Hill, and in the heart of Portobello market, the word slowly began to spread that in small stall someone was selling very stylish and never before seen jeansand then trendy hipsters came running from all parts London to discover a new detail-rich denim dream that Nitin Shah and his brothers Arun and Milan were creating and selling under the name Pepe.

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In forty years, Pepe Jeans London has come a long way and it is now one of the most popular street fashion brands in the world, with its continuing innovations from Kinetic Denim, the first resin-coated denim on the market, and TrueSize, the first non-shrink raw denim, through to the Tru-Blu, an enviroment friendly collection which uses no chemicals and less water during the production process.

Pepe’s ad campaigns have been graced through the years the faces and bodies of Bridget Hall, Jason Priestley, Laetitia Casta, Donovan Leitch, Ashton Kutcher, Sienna Miller, Cristiano Ronaldo Alexa Chung and Edie Campbell, and the new face for this year’s 2013 spring/summer back-to-the-roots campaign, Have You Seen Pepe will be fronted by the most sought after model of the moment, Cara Delevingne, along with Mia Goth and Jeremy Young and the photoshoot done by Josh Olins and was shot around the streets of Portobello, where the brand was born.

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