Pepe Jeans was established in 1973 as a road side stall on the Portobello Road, London.

Today it's one of the principal jeans brands in every country, one that's known for its innovative fabric developments and advertising campaigns. Pepe sidestepped the traditional Americana style imagery associated with jeans, and from 1986 onwards produced a series of cult status ads which led to an almost complete brand awareness by the end of the decade. In these early days the first campaigns were shot by maverick photographers such as Bruce Weber, with the likes of unknown but soon to be supermodel, Bridget Hall. Other campaigns shot by Bruce featured Lone Skye, Donovan Leitch and Jason Priestly.

Recognising crucial elements in the late 80s early 90s youth market, Pepe's Rain Dance advert using The Smiths sound track 'how soon is now' was one of the brands first marketing campaigns to appeal to the video generation. Recognising it's strengths with innovative campaigns Pepe Jeans started to push the boundaries with trends in fabric washes and design details. Their affinity with street fashion and urban life increased and the company took its admiration one step further. Acquiring a European license from the Andy Warhol Foundation they produced a collection based entirely on the iconic artist.

In 2007 Pepe Jeans approached renowned London labelling developer APxpress and began sampling for the Warhol related trim collection. Exclusive to Europe, the collection comprised of two garment lines: Pop, which was be based on the artist's signature works, and Factory - which took it's cue from the style of Warhol and his crowd. Today APXpress continues developments with Pepe Jeans London, producing woven and printed Labels, hang-tags and leather patches for SS16.

See a few of our Warhol trims for Pepe Jeans 2007 collection here.

Words by L. Carless Images courtsey of Vogue

Lower left image from Pepe Jeans 'Made For Mischief' SS15 Campaign. Shot by Mario Sorrenti and featured Cara Delevingne, George Alsford and Dominic Carish.