Pepe Jeans London is a denim and casual wear jeans brand established in the Portobello Road area of London in 1973, and now based in Sant Feliu de Llobregat, Spain.

[1][2][3] Pepe Jeans was founded in 1973 by three brothers who ran a weekend stall at Portobello Road Market in London, before expanding to a store in Carnaby Street and then into Europe in the 1980s.

[11] In September 2023, Pepe Jeans celebrated its fifty years of existence in London with a photo exhibition of its many campaigns and a dinner in honor of its new ambassador, Lila Moss.

[12] Later, in December, Pepe Jeans announced its aim to develop in the Indian market, where it is already present with around 200 stores.

In 2024, Pepe Jeans signed a title partnership deal with Red Bull to form the Red Bull Racing Pepe Jeans Academy Programme, aimed at supporting Hamda Al Qubaisi for the 2024 season of F1 Academy, a female-only single-seater racing championship founded by Formula One.