This is a story of three brothers of Indian origins born in Kenya: Nitin, Arun and Milan Shah. In 1973, the brothers open a jeans shop on the Portobello Road market in London. Jeans with such creative cuts have a smashing success and are adored by the local underground scene. In a few years, Pepe Jeans London is THE reference in terms of British denim and is declined in all the forms: slim, baggy, flared, cigarette, trumpet, straight, XXL ... From good old five-pockets through a collection of clothing and accessories, Pepe is an urban look with a off-beat spirit, a little rebellious and "so British". The Perfect Jeans loved by Swoon.