AWWG

What AWWG does

AWWG is a privately held global fashion group headquartered in Barcelona and Madrid, Spain, that operates a multi-brand platform integrating three wholly-owned brands: Pepe Jeans London (denim-led British heritage brand founded 1973, global rights acquired 2002), Hackett London (premium British menswear founded 1983, acquired 2006), and Façonnable (French men's prêt-à-porter founded 1950 on the Côte d'Azur, acquired 2016). Since 2020 the group has been consolidated under the AWWG umbrella (formerly All We Wear Group), operating from 18 countries with showrooms in Madrid, Munich, Paris, Lisbon, Zurich, and Salzburg, and employing 4,500+ people across 66 nationalities. Beyond the owned-brand portfolio, AWWG holds Iberia (Spain and Portugal) distribution agencies for PVH's Tommy Hilfiger (since 1998) and Calvin Klein (since 2013), and since 2024 also for G-III Apparel Group's DKNY, Donna Karan, and Karl Lagerfeld.

The business model combines four revenue engines: (1) owned-brand retail through directly operated stores and brand e-commerce sites; (2) wholesale distribution to third-party retailers; (3) logistics and fulfillment services layered through partners such as Zalando's Zeos B2B platform; and (4) agency distribution commissions on third-party brand sales across Iberia. Pricing follows standard fashion-apparel retail structures; specific tiers are not publicly disclosed. GTM is sales-led with a channel-partner overlay — multi-brand brand-building, distribution expansion, and digitalisation executed across both B2B (wholesale, agency) and B2C (retail, DTC) channels. Customers include end consumers through owned-brand stores and DTC plus enterprise wholesale accounts (Zalando, Marks & Spencer). Operations are supported by proprietary sustainable manufacturing technologies (Wiser Wash Denim, N22, Eco one), use of BCI cotton and recycled fibres, and an ongoing digital transformation with strategic alliance partner Metyis.

Governance and shareholder structure shifted meaningfully in June 2024 when G-III Apparel Group acquired approximately 12% of AWWG, enabling AWWG to leverage G-III's North American operating expertise and G-III to leverage AWWG's India presence for joint brand expansion. A new executive team installed in March 2026 — led by CEO Laura Fernández Plaza (succeeding Marcella Wartenbergh) and including a new CFO, global CCO, brand-level CROs, brand CMOs, and Chief Business Development Officer — is tasked with operationalising the G-III partnership, scaling B2B logistics partnerships, and progressing the digital agenda.

Name

AWWG

Legal name

PEPE JEANS GROUP, S.L.

Website

https://awwg.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

AWWG is a privately held, Barcelona-based global fashion group operating three owned brands—Pepe Jeans London, Hackett London, and Façonnable—plus Iberia distribution agencies for PVH and G-III brands across more than 18 countries.

Ownership category

akta.pro rank

Product category

Fashion Brand Management and Apparel Retail

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Merchant Wholesalers (424350)

SIC

Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Denim & Casualwear Brands (CRAAAAAE)

akta.pro secondary industries

Denim & Casualwear Specialty Retail (CRAAABAN), Athleisure & Performance Apparel Wholesale (CRAOADAE)

Keywords

• Multibrand fashion group
• Denim apparel brand
• British menswear
• Fashion brand management
• Apparel retail distribution

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices14 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Owned Brand Retail & Wholesale: Revenue from Pepe Jeans London, Hackett London, and Façonnable through owned retail stores and wholesale distribution to third-party retailers
2. Iberia Agency (PVH): Distribution agency revenue from representing Tommy Hilfiger and Calvin Klein in Spain and Portugal
3. Iberia Agency (G-III): Distribution agency revenue from representing DKNY, Donna Karan, and Karl Lagerfeld in Spain and Portugal following 2024 partnership

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

AWWG is a global multibrand fashion group that owns, operates, and distributes the heritage apparel brands Pepe Jeans London (denim-led British fashion), Hackett London (British menswear), and Façonnable (French Mediterranean ready-to-wear) through owned retail stores, wholesale channels, and brand e-commerce. The group additionally acts as the Iberia (Spain and Portugal) agency for PVH (Tommy Hilfiger and Calvin Klein) and G-III (Karl Lagerfeld, DKNY, Donna Karan, and Converse).

Product overview

AWWG is a global fashion group operating a multi-brand platform with owned brands and agency relationships. The company manages three owned brands: Pepe Jeans London (denim-focused British fashion), Hackett London (British menswear), and Façonnable (French prêt à porter). Additionally, AWWG serves as the Iberia Agency for PVH (Tommy Hilfiger & Calvin Klein) and G-III (Karl Lagerfeld, DKNY, Donna Karan & Converse). The Group focuses on brand equity and operations excellence through its platform.

Differentiator

Problem solved

Functional benefit

Brands

• Hackett Heritage: Classic British sports-inspired collection drawing from rowing, rugby, sailing, and motorsport heritage
• Hackett Sport
• Hackett Savile Row Collection

Products and services

• Pepe Jeans London Iconic British denim-led fashion and lifestyle brand founded in 1973 with roots in London's Portobello Road. Sold globally through owned retail stores, wholesale channels, and e-commerce (pepejeans.com) to consumers seeking heritage denim fashion.
• Hackett London Global British menswear brand founded in 1983, blending timeless British style with modern sophistication. Sold through owned retail, wholesale, and e-commerce (hackett.com); includes sub-collections Hackett Heritage, Hackett Sport, and Savile Row bespoke tailoring.
• Façonnable French men's prêt-à-porter brand founded in 1950 on the Côte d'Azur, known for bright, colorful smart-casual garments made in Nice and inspired by the Mediterranean lifestyle. Distributed via owned stores and e-commerce (faconnable.com).
• PVH Iberia Agency (Tommy Hilfiger & Calvin Klein) Distribution and agency representation of PVH-owned brands Tommy Hilfiger and Calvin Klein in Spain and Portugal. AWWG operates as the local distribution and retail partner for these PVH brands in the Iberia market.
• G-III Iberia Agency (Karl Lagerfeld, DKNY, Donna Karan & Converse) Distribution and agency representation of G-III Apparel Group-owned brands — Karl Lagerfeld, DKNY, Donna Karan, and Converse — in Spain and Portugal. Established alongside the June 2024 strategic and investment partnership with G-III.

Named customers2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, minor and strategic.

• PVH (Tommy Hilfiger & Calvin Klein)coreChannel Partner/ Reseller/ DistributorAWWG holds the Iberia Agency (Spain & Portugal) for PVH brands Tommy Hilfiger and Calvin Klein. This agency relationship has been established since 1998 for Tommy Hilfiger and 2013 for Calvin Klein.
• ISEM Fashion Business SchoolminorOthersCollaboration agreement for training future generations. AWWG supports scholarship programs, provides hands-on company experience, supports research projects, and facilitates student transition into the labor market.
• MastercardminorGTM or Marketing PartnerCollaboration with Mastercard on the 'Cruz Roja Te Escucha' campaign at Pepe Jeans London stores in Spain, allowing customers to make donations when paying by card with proceeds going to Spanish Red Cross support programs.
• Spanish Red CrossminorGTM or Marketing PartnerCharitable partnership through 'Cruz Roja Te Escucha' campaign providing psychosocial care and support to vulnerable people affected by health crises.
• MetyisstrategicTechnology or IntegrationStrategic alliance with global digital solutions firm Metyis to enhance and grow the digital side of the business, accelerating eCommerce and digitalisation initiatives.
• Zalando (Zeos)coreChannel Partner/ Reseller/ DistributorMajor B2B logistics client using Zalando's Zeos platform for fulfillment. AWWG is one of the key clients driving Zalando's logistics growth, expected to contribute to 15-20% growth in 2026.
• Tailored PerfumesminorStrategic or Co-development PartnerPartnership for Hackett London's first international perfume line featuring Jenson Button. Created Essential and Bespoke fragrances representing heritage and modern masculinity.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Capri Holdings: US-listed multi-brand luxury group (Michael Kors, Versace, Jimmy Choo). Comparable multi-brand strategy of acquiring and operating heritage fashion brands globally, with similar margin and operational scaling challenges.
• PVH Corp. US-listed multi-brand apparel group owning Tommy Hilfiger and Calvin Klein. Directly comparable as AWWG is the Iberia agent for both brands, making PVH both a strategic partner and the closest publicly-traded multi-brand fashion peer.
• Tapestry, Inc. US-listed multi-brand fashion house (Coach, Kate Spade, Stuart Weitzman). Most directly comparable multi-brand fashion platform operating model with shared wholesale, retail, and digital distribution strategies.
• Inditex (Zara parent): Spanish fast-fashion conglomerate headquartered in Galicia, Spain. Comparable Spanish origin, multi-brand platform approach, and global retail/wholesale scale — though positioned in fast fashion versus AWWG's heritage brand portfolio.

Direct peers

• Ted Baker: British heritage fashion brand with global multi-category apparel retail. Closest direct comparison in positioning, scale, and heritage British menswear/casualwear to Hackett London and Pepe Jeans London.
• Levi Strauss & Co. Iconic global denim brand with over 170 years of heritage. Closest direct comparison to Pepe Jeans London on denim heritage, European wholesale channels, and brand-led marketing, with overlapping talent pools (Mark Blenkinsop previously led European marketing at Levi's).
• Hugo Boss AG: German-listed premium menswear and womenswear group. Comparable European heritage menswear positioning to Hackett London and Façonnable, with similar global retail/wholesale mix and digital transformation trajectory.
• Burberry Group: British heritage luxury fashion house. Comparable to Hackett London as British heritage menswear with global retail footprint, celebrity-driven campaigns, and ongoing digital transformation under new leadership.
• G-III Apparel Group: US-listed apparel group holding DKNY, Donna Karan, Karl Lagerfeld. Acquired 12% of AWWG and granted AWWG Iberia agency rights, making it both a strategic investor and the most directly comparable multi-brand apparel platform peer.
• Kontoor Brands: US-listed denim and lifestyle brand owner (Wrangler, Lee). Comparable denim heritage positioning to Pepe Jeans London; Johan Vercammen (AWWG's Chief Retail Officer, Pepe Jeans) joined AWWG from Kontoor Brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries3 records

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 AWWG