Pepe Jeans 1973: Established as a weekend road side stall by three brothers Nitin Shah, Arun Shah and Milan Shah. Their Pepe Jeans shop was located at Portabello Road Market, West London. Before the brand began Nitin Shah worked for a petrol station and was spotted by a man named Shantilal Parmar who ran a jeans wear business. Shantilal Parmar took Nitin Shah on from the petrol station to work for him as a commissioned agent selling jeans. From these begingings and learning all about the jeans wear industry, fabrics, stitching, washes, packaging and marketing from Shantilal, Nitin and his three brothers started there own company Sholemay Ltd trading as Pepe Jeans. Ultimately Shantilal Parmars company manufactured jeans for the three brothers which they sold on the stalls and to other retailers whom they knew.

Pepe Jeans: 1975: Number of market stalls grew to 4. Due to the fact that Pepe was growing bigger it was necessary to open a boutique at Kings Road, London than a boutique on Carnaby Street followed and latter a wearhouse and offices in Avonmore Trading Estate.

Pepe Jeans: 1980's: In the 80's the brand grew and now Pepe Jeans is one of the fastest growing denim and casual wear brands in Europe. It has expanded immensely and become one of the most successful brands in the world.

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