‘Pepe Jeans' has helmed some of the most ground breaking innovations: Manish Kapoor, CEO

13th August 2021, Mumbai:

Launched in London in 1973 Pepe Jeans entered India in 1989. The brand offers the most varied denim range though it has also diversified into casual wear for men, women and kids. The product range includes accessories, footwear and innerwear for men. 

Winner of numerous awards and accolades, Pepe Jeans is recognized globally for its unlimited creativity. Manish Kapoor, CEO, expounds the brand’s products, retail spread and future plans.

Trace the genesis of your brand.

Pepe Jeans was incepted in 1973 in London by Indian entrepreneur Nitin Shah with his two brothers Arun Shah and Milan Shah. The brand aimed to manufacture jeans with original labels. It soon came to be known as one of the most successful jeans brands in Britain. The Indian subsidiary was launched in 1989 to create some of the most exciting denim styles. It later transformed into a complete casual wear brand for men, women and kids. The brand also offers a full range of accessories, footwear and innerwear for men.

What are your latest innovations?

Since inception, Pepe Jeans has helmed some of the most ground breaking product innovations in the industry. Recent innovations include Wiser Wash -- a range of denim that support sustainable and responsible fashion. These denims are washed without using the traditional pumice stones and toxic chemicals. Yet, they are able to achieve the same bright contrasts and abrasions. Another innovation is the True Fresh range of denim that use a revolutionary technology to neutralize odor-causing bacteria on contact. These denim can be worn multiple times without washing.

The third Powerflex denim range is made with a fabric having dual-core technology that helps create higher elastic fabrication with minimum 60 per cent stretch. This helps the denim stay in perfect shape and ensures ultimate comfort to the wearer. Perfect for athletic, sporty and outdoor enthusiast, the Gymindigo range of denim uses a technology to combine joggers' comfort.

Tell us about your key products.

We offer Powerflex, Gymindigo, Heritage, Wiser wash, Stretch X & Soft Flex and Shiruku range of denims. Our products target young fashion forward individuals in the premium segment. We have also launched a new sub-brand called Beat London by Pepe Jeans that offers vibrant and fresh denim ranges at competitive rates. Our brand in India is represented by Bollywood actor Siddharth Malhotra while our global ambassador is Brooklyn Beckham.

Highlight your achievements over years.

Pepe Jeans has been recognized and awarded across various industry forums. In 2019, the brand won India Fashion Awards 2019 - Images Most Admired Fashion Brand of the year: Kidswear and India Retail Awards 2019 - Marketing/Advertising Campaign of the Year (Retail). The brand also won the coveted ‘The Economic Times Award for Best Lifestyle Brand 2017-2018’ as well as ET Now Global Awards Retail Excellence 2018 for Retailer of the Year – Fashion & Lifestyle; and ET Now Global Awards Retail Excellence 2018 for Retail Innovation of the Year.

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