Pepe Jeans had lost clarity. Once known for its raw, industrial aesthetic and confident denim positioning, the brand had drifted into a more minimalist, neutral retail approach, diluting its personality and confusing its identity. The challenge was to reassert its individuality and reconnect with its roots as a bold, London-born denim brand.

Instead of starting from scratch, we built on the best elements of the latest store concept, layering in character, grit, and a sense of place. Drawing inspiration from Pepe’s Portobello Market origins, we reintroduced texture, rawness, and visual toughness that felt true to the spirit of denim, while still elevating the overall experience.

The evolved concept helped reignite the brand’s confidence and consistency. The refreshed retail spaces better reflected Pepe’s DNA, creating a more distinct, recognisable identity across key global locations and signalling a return to form, both creatively and commercially.