What Pepe Jeans does

Pepe Jeans London is a heritage denim-focused fashion brand founded in 1973 on Portobello Road, London, and currently operated as a wholly-owned subsidiary of the Spanish conglomerate All We Wear Group (AWWG), which also controls Hackett London and Façonnable. The legal entity, Pepe Jeans S.L., is headquartered in Sant Feliu de Llobregat (Barcelona province), Spain. Its core product is denim jeans offered across men's, women's, and kids' lines with signature named fits (e.g., Venus, Cash, Hatch, Stanley, Finsbury), supplemented by full apparel ranges including shirts, jackets, dresses, knitwear, footwear, and accessories. The brand operates seasonal collection cycles (AW26, SS26) with capsule collaborations such as the Oracle Red Bull Racing partnership.

The commercial model combines direct-to-consumer e-commerce (Salesforce Commerce Cloud, with Global-E powering cross-border localization), an owned European retail footprint spanning approximately ten countries (UK, Spain, Germany, Austria, Portugal, Italy, Netherlands, Poland, among others), selected wholesale distribution, and group-level distribution through AWWG's Hackett and Façonnable networks. The international e-commerce site was permanently closed on July 26, 2026, narrowing the digital footprint to country-specific storefronts such as the UK site. Marketing channels span organic social (Instagram, Facebook, TikTok), Meta Ads (award-winning CRM/Loyalty and Marketing Campaign of the Year at Phygital Retail Convention 2026), influencer collaborations, CRM/email, WhatsApp customer service, and regional outdoor campaigns including the Onam initiative in Kerala, India. Customer segments are horizontal across men, women, and kids with no enterprise B2B revenue concentration.

The current operating posture reflects consolidation rather than expansion. AWWG reported approximately €500 million in group turnover with significant sales reductions for the closing fiscal year, accompanied by a CEO-to-CFO leadership transition (Marcella Wartenbergh to Laura Fernández in March 2026) and the divestiture of the Pepe innerwear business through Goat Brand Labs. Offense is being played through brand collaborations (Red Bull Racing SS26, India regional campaigns, Custom Studio in-store personalization, Pepe Future sustainability) and CRM/loyalty investment, while defense is signaled by the international e-commerce shutdown and divestiture activity.

Name

Pepe Jeans

Legal name

Pepe Jeans, S.L.

Website

https://pepejeans.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Pepe Jeans London is a heritage denim fashion brand founded in 1973, owned by Spanish conglomerate AWWG, selling jeans and apparel to men, women, and kids through European retail stores, country-specific e-commerce sites, and wholesale partners.

Ownership category

akta.pro rank

Product category

Denim Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Denim & Casualwear Brands (CRAAAAAE)

akta.pro secondary industry

Denim & Casualwear Specialty Retail (CRAAABAN)

Keywords

• Denim jeans
• Fashion apparel
• Casual clothing
• Denim wear
• Contemporary fashion

Headquarters

HQ city

San Felíu De Llobregat

HQ country

Spain

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Apparel Product Sales: Pepe Jeans generates revenue primarily through direct sales of denim jeans, apparel, footwear, and accessories through owned e-commerce and retail stores. The brand offers seasonal collections (AW26, SS26) with periodic product drops.
2. Wholesale Distribution: Products are distributed through selected wholesale partners globally, complementing direct-to-consumer retail channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Pepe Jeans designs, manufactures, and sells denim jeans and contemporary casual apparel (jeans, jackets, shirts, dresses, knitwear, footwear, accessories) for men, women, and children under the Pepe Jeans London brand. The company distributes its products through owned retail stores across Europe, owned e-commerce platforms, and selected wholesale partners, while running seasonal collections (AW26, SS26) and capsule collaborations with brands such as Oracle Red Bull Racing.

Product overview

Pepe Jeans London is a London-founded fashion brand (born 1973) owned by Spanish group AWWG, specializing in denim and contemporary fashion. The core product is denim jeans available for men, women, and kids in various fits and styles, supplemented by full apparel collections including shirts, jackets, dresses, knitwear, and footwear. The brand operates through physical retail stores, e-commerce (currently winding down international operations as of July 2026), and wholesale partnerships. Notable offerings include the Red Bull Racing collaboration collection, Custom Studio in-store personalization service, and Pepe Future sustainability initiative. The company has received recognition for its CRM and loyalty programs and digital marketing campaigns.

Differentiator

Problem solved

Functional benefit

Brands

• West 11 by Pepe Jeans: A store concept/west-end boutique format of Pepe Jeans located in Madrid.
• Pepe Jeans Club

Products and services

• Pepe Jeans Denim Collection Core denim product line featuring jeans for men, women, and children in multiple fits (skinny, slim, straight, tapered, relaxed, loose, wide, flare), complemented by denim jackets, shirts, dresses, skirts, and shorts. Targeted at consumers seeking contemporary, heritage-inspired denim.
• Women's Jeans (Venus, Gen, Lexa, Willa, Regent, Soho) Women's denim jeans featuring iconic fit names (Venus, Gen, Lexa, Willa, Regent, Soho), each representing distinct silhouettes for style and body-type differentiation. Targeted at female consumers seeking diverse, fashionable denim fits.
• Men's Jeans (Cash, Hatch, Stanley, Finsbury, Track, Bexley) Men's denim jeans featuring iconic fit names (Cash, Hatch, Stanley, Finsbury, Track, Bexley), each representing a distinct silhouette. Targeted at male consumers seeking heritage-inspired denim with versatile styling.
• Women's Apparel Collection Full women's clothing range including dresses, jumpsuits, T-shirts, tops, shirts, skirts, shorts, knitwear, trousers, coats, jackets, sweatshirts, hoodies, denim, and footwear. Targeted at women seeking contemporary casual fashion beyond core denim.
• Men's Apparel Collection Full men's clothing range including jeans, T-shirts, shirts, trousers, shorts, polo shirts, knitwear, sweatshirts, hoodies, jackets, underwear, swimwear, denim, and footwear. Targeted at men seeking contemporary casual fashion beyond core denim.
• Kids Collection Children's clothing segmented into girls' and boys' ranges, including shirts, T-shirts, shorts, dresses, skirts, jeans, trousers, sweats, knits, jackets, footwear, swimwear, and accessories. Targeted at parents purchasing age-appropriate fashion for children and teenagers.
• Custom Studio In-store customization service where customers work with trained Custom Artists to design and create bespoke Pepe Jeans pieces, enabling personalized apparel. Targeted at retail customers seeking unique, made-to-order denim and apparel in select Pepe Jeans stores.
• Oracle Red Bull Racing x Pepe Jeans SS26 Capsule Collection Spring/Summer 2026 capsule collaboration between Pepe Jeans and Oracle Red Bull Racing translating motorsport heritage into graphic-driven streetwear (varsity bombers, heavyweight hoodies, elevated denim, graphic tees, dresses, skirts) in team colors. Targeted at streetwear and motorsport enthusiasts globally.
• AW26 Collection (Drop 0 and Drop 1) Autumn/Winter 2026 seasonal collection of denim and apparel for men and women, released in two drops, centered on denim versatility with denim jackets and jeans as wardrobe essentials plus suede jackets, lightweight shirts, and fluid fabrics. Targeted at consumers shopping for the AW season via e-commerce, retail stores, and wholesale partners.
• Pepe Jeans Club Loyalty Program Pepe Jeans Club loyalty program offering exclusive member benefits, paired with CRM-driven engagement and recognized with CRM/Loyalty Programme of the Year at Phygital Retail Convention 2026. Targeted at repeat customers seeking exclusive benefits and ongoing brand engagement.

Quantifiable outcome

• Achieved measurable lead generation, customer engagement, and sales conversions through Meta Ads campaign

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered minor and core.

• Shreyas IyerminorGTM or Marketing Partner · 6 April 2026Indian cricketer Shreyas Iyer partnered with Pepe Jeans London as a brand ambassador for the Indian market, supporting regional marketing initiatives and brand positioning.
• Oracle Red Bull RacingcoreStrategic or Co-development Partner · 19 February 2026Oracle Red Bull Racing partnered with Pepe Jeans for a Spring/Summer 2026 capsule collection translating Formula One racing heritage into graphic-driven streetwear. The collection features varsity bombers, heavyweight hoodies, elevated denim, and graphic tees in a color palette of deep navy, racing red, and electric blue. Available globally across online and select retail locations.
• Global-EcoreTechnology or IntegrationGlobal-E provides cross-border e-commerce technology enabling Pepe Jeans to display regional pricing, currency, and tax rates. Handles international shipping logistics and ensures optimized website speed through dynamic caching.
• AWWG (All We Wear Group)coreStrategic or Co-development PartnerAWWG is the parent company of Pepe Jeans London, Hackett London, and Façonnable. The group provides operational and business services including shared retail infrastructure, outlet center presence, and group-wide customer data management through Adyen Data Connect for Marketing.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Guess: American-origin denim-led lifestyle brand with strong European wholesale and retail presence; directly comparable on denim jeans, women-led collections, and outlet-channel exposure.
• Diesel: Italian premium denim and casualwear brand operating across Europe with similar full-price and outlet retail models. Highly comparable on denim-first DNA, fit-driven naming, and European flagship strategy.
• 7 For All Mankind: Premium denim brand with global D2C and wholesale distribution and a named-fit product architecture similar to Pepe Jeans' iconic style names; competes for the same premium-casual consumer.
• Replay: Italian denim specialist with comparable European retail footprint, denim-first product architecture, and outlet distribution strategy; competes most directly on fit and wash innovation.
• True Religion: Premium denim heritage brand with European wholesale and outlet presence; comparable on denim-led DNA, signature fit naming convention, and outlet-channel reliance.
• Levi Strauss & Co. Global denim authority and the most direct competitor to Pepe Jeans in mid-market denim jeans, casualwear, and wholesale/retail distribution across Europe and globally. Comparable in product mix (denim-led) and target demographic.
• G-Star RAW: Dutch denim brand with strong European retail and D2C operations; directly comparable on denim authority, premium-casual positioning, and emphasis on signature fits and washes.
• Mavi: Turkish-origin denim brand expanding across European wholesale and retail with comparable mid-market positioning, fit variety, and family (men/women/kids) assortment structure.

Broad incumbents

• Tommy Hilfiger: Casualwear and denim incumbent with significant European retail and wholesale presence; competes with Pepe Jeans across men's and women's casualwear categories with similar price positioning.
• Calvin Klein (PVH): Broader apparel powerhouse with a major denim and casualwear sub-brand (CK Jeans) competing head-to-head with Pepe Jeans in European department stores and wholesale; larger parent (PVH) but overlapping end consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PepeJeans
• Facebookfacebook.com/PepeJeans
• Instagraminstagram.com/pepejeans
• TikToktiktok.com/@pepejeanslondon
• LinkedInlinkedin.com/company/pepe-jeans

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pepe Jeans