Pepe Jeans London was established in the chic Portobello Road area of London in 1973. From its origins as a tiny market stall to more than half a US $billion dollar denim and casual wear brand, Pepe has transformed itself to one of the fastest growing jeanswear labels in Europe. The brand today has presence in more than 80 countries across the world. Pepe Jeans was launched in India in 1989. The brand is currently the leading player in the premium jeans and casual wear segment, enjoying a market share of more than 25 percent.