Pepe Jeans
London denim brand founded by the Shah brothers at Portobello Road Market in 1973. The distinctive cursive 'Pepe Jeans London' signature with 'London' descriptor marks the 1980s; the circular logo design and 'Technical Superior Products' wording track the 1990s.
- Origin
- England
- Founded
- 1973
- Category
- Denim
- Documented eras
- 4
How Pepe Jeans labels evolved over time. Match the markers below against the tag in hand to place a garment in its era.
1980–1989
1980s vintage Pepe Jeans tags
Logo features the distinctive cursive “Pepe Jeans” signature, often on a cotton label Uses “London” as a descriptor beneath the main logo.
- Logo features the distinctive cursive “Pepe Jeans” signature, often on a cotton label.
- Uses “London” as a descriptor beneath the main logo.
- Frequently labeled “100% Cotton, Made in the U.S.A.”.
- May include unique tags indicating fit or size.
How to spot it
Logo features the distinctive cursive “Pepe Jeans” signature, often on a cotton label — confirms this label era.
Value signal
Good vintage demand; 1980s label detail is a key value driver.
1990–1999
1990s vintage Pepe Jeans tags
Introduction of the Pepe Jeans logo within a circular design Includes descriptors like “Technical Superior Products.”.
- Introduction of the Pepe Jeans logo within a circular design.
- Includes descriptors like “Technical Superior Products.”.
- Occasionally features additional sizing or manufacturing details.
- Uses “Pepe Jeans London” in bold, all-caps lettering.
How to spot it
Introduction of the Pepe Jeans logo within a circular design — confirms this label era.
Value signal
Moderate collector interest; condition and completeness determine value.
2000–2009
2000s vintage Pepe Jeans tags
Maintains the Pepe Jeans signature logo, sometimes accompanied by additional branding elements like “Power Flex Features larger, bolder tags that also include care instructions.
- Maintains the Pepe Jeans signature logo, sometimes accompanied by additional branding elements like “Power Flex.
- Features larger, bolder tags that also include care instructions.
- May list multiple size measurements for different regions (e.g., USA, Europe).
- Manufactured in a range of countries, including China.
How to spot it
Maintains the Pepe Jeans signature logo, sometimes accompanied by additional branding elements like “Power Flex — confirms this label era.
Value signal
Entry-level vintage; value driven by brand recognition and condition.
2010–2019
2010s vintage Pepe Jeans tags
Adopts a more streamlined logo design, often featuring a combination of styles (e.g., circular, rectangular, or signature) Includes additional tags or care instructions beneath the main logo.
- Adopts a more streamlined logo design, often featuring a combination of styles (e.g., circular, rectangular, or signature).
- Includes additional tags or care instructions beneath the main logo.
- Greater use of varying fonts, colors, and materials for the labels.
- Sometimes adds slogans or branding, such as “British Clothing Co.”.
How to spot it
Adopts a more streamlined logo design, often featuring a combination of styles (e.g., circular, rectangular, or signature) — confirms this label era.
Value signal
Entry-level vintage; value driven by brand recognition and condition.