Pepe Jeans London Hits the Streets with the Launch of its Autumn Winter ’08 Collection  

Mumbai, Maharashtra, India, Thursday, September 11, 2008 -- (Business Wire India)

Pepe Jeans London, a brand synonymous with chic street fashion and casual cool, has announced the launch of its Autumn Winter 2008 Collection called - Street. The collection draws inspiration from the streets of cultural melting pot London - from the underground music scene, to the unconventional graphic arts and wild punk revolution.

Keeping in mind the approaching cold weather, layered pieces and knitwear form an integral part of the collection while the colour palette has a restrained approach to brights.

The collection is created for the highly creative and bold individual with a strong sense of personal style and fashion.

Street for Men is a range designed to be worn with Denims. It’s been designed with the changing weather patterns in mind, with layered pieces being essential. A key trend for A/W08 is the reinvention of the `Sweat Shirt’, now being worn as the mid-layer.

Trendy mini checks are carried on slim fit shirts and laundered to perfection using new laundering techniques. Graphics derive inspiration from underground music scene, concert posters. Text prints in chaotic styles, cityscapes and monochrome face graphics bring out eclectic mood of the collection.

Street for Women is aimed at a younger audience; the collection is inspired by London, the city of fashion trends, music and art. Creativity and individuality is the key to this story. The range draws influence from pop music, parties and graphic art of London, which is seen on the street, in magazines and on My Space.

The collection is feminine and flirty, playing with volume and proportion. T-shirts offer strong, diverse shapes with creative graphic placement. This graphic feel carries through into sweats and knitwear, with bow motifs, colourful argyles and modern intarsias in luxury touch yarns. Lots of nautical and military details are featured, with officer’s double-breasted pea jackets and gleaming brass buttons. The colour palette is broad, but with a more restrained approach to brights this season.

Also in store is the 73 Jeans Collection, Pepe’s premium denim range. This season the 73 Mens range has been designed around the concept of ‘Hi-tech vintage’. Pockets are embellished with monochrome gloss print and felt appliqués to highlight the clean and ultramodern aspect. Ink pressing, resin sprays and dry tumbling give rise to leather-touch and shiny polished finishes. Leather and rubberized finishes, together with colours like black, indigo, grey and used blue compliment the mood of the men and women collection’.

Pepe’s 73 jeans for women has skin-tight ‘fire-red’, ‘vibrant-purple’ and ‘electric-blue’ jeans, which give a directional dose of raw punk attitude. The higher waist regular fit is a staple this season and trendy 70’s wide leg and the evolved skinny fit complete the collection. Jeans draw inspiration from sailor pants; punk rock theme is expressed through sparkles of glitter denim and lurex touches in embroidery. Flourishes of purple are used as an identifier throughout the collection.

About Pepe Jeans London

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 casual wear labels in Europe. The brand today has presence in more than 80 countries across the world.

Launched in India in 1989, Pepe Jeans is currently the leading player in the premium jeans and casual wear segment, enjoying a market share of more than 25%. Merchandise is available through 160 exclusive brand stores across the country, 100 plus large format store locations and 1500 multi-brand premium outlets.

Pepe emerged as an award winner for the “Best Women’s Wear Jeans Brand” at the First Inside Fashion Brands Awards. The brand was also awarded the “Best Denim Brand” at the Shopper’s Stop Pinnacle Awards 2004 for consistent outstanding performance.

Pepe the “Lycra Most Innovative Brand of the Year” award at Images Fashion Awards and “The Brand of the Year – Men’s Casual Wear (Large)” award at the CMAI Apex Awards 04-05 (Clothing Manufacturer’s Association of India).

Pepe Jeans London was awarded the `Best All Rounder Brand 2004 - 08’ & `Best Denim Brand 2007-08’ at the Central Summit, Goa, in August’08

To view the photographs, click the links below:

73 Jeans Collection

Street for Women

Street for Women