1973: Established as weekend road side stall by three brothers Nitin Shah, Arun Shah and Milan Shah. Their shop was located at Portabello Road Market, West London. Before the brand began Nitin Shah worked for a petrol station and was spotted by a man named Shantilal Parmar who ran a jeanswear business. Shantilal Parmar took Nitin Shah on from the petrol station to work for him as a commissioned agent selling jeans. From these begingings and learning all about the jeanswear industry, fabrics, stitching, washes, packaging and marketing from Shantilal, Nitin and his three brothers started there own company Sholemay Ltd trading as Pepe Jeans. Ultimately

Shantilal Parmar company manufactured jeans for the three brothers which they sold on the stalls and to other retailers whom they knew.

1975: Number of market stalls grew to 4. This also included Kensington Market, which housed many other denim sellers many of which also became well know jeanswear wholesalers. Due to the fact that Pepe was growing bigger it was necessary to open a boutique at Kings Road, London than a boutique on Carnaby Street followed and latter a warehouse and offices in Avonmore Trading Estate.

In the 80’s the brand grew even more and it became one of Europe’s best clothing brands. Famous bands like The Smiths made campaigns for the brand.