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Pepe Jeans London — fashion with care for nature


British denim pioneer Pepe Jeans London, supporting the global trend of smart consumption, once again declared its commitment to the principles of sustainability.

In the spring of 2021, on World Water Day, Pepe Jeans London launched a two-year design and marketing collaboration with Brooklyn Beckham. Beckham, son of David and Victoria Beckham, a renowned photographer and model, will provide the denim brand with photography services, creative direction and design ideas.

A much-discussed business collaboration is marked by the introduction of the revolutionary Wiser Wash® technology, which significantly reduces water consumption in the production of denim: now only 1 glass of water is needed for the bleaching process of jeans. It is noteworthy that for the traditional production of 1 m of fabric, 16 liters of water are usually used. It’s also important that non-toxic chemicals are used throughout the denim manufacturing process — all thanks to Wiser Wash® technology again.

Pepe Jeans London also uses the key principles of sustainable production in the production of shoes and accessories. In the spring-summer 2021 collection, more than 50% of shoes are represented by models containing recycled materials. Thus, the brand reminds the world and its customers that the era of consumption is over and a new era of conscious consumption has begun.

This message can also be seen in the design concept of the spring-summer 2021 collection: the colors are dominated by white, beige and nude shades, allowing you to choose more versatile shoes for diverse outfits. At the same time, the brand remained true to its concept of trendy and bright youth shoes, making selective but rich color accents in the decor elements.

This year, Pepe Jeans London released several conceptual novelties at once.


Incredibly light and bright new SS21 from Pepe Jeans — Sloane model. Inspired by Pepe Jean London’s bestseller, the iconic Eccles sneaker has held its own for seasons.


A key distinguishing detail of the sneaker is a two-piece, lightweight, cushioning Phylon outsole with colored rubber inserts that provide slip protection. The surface of the sneakers is created from textiles made from recycled plastics. Spectacular, colored details are made of natural suede. The soft inner lining and insole guarantee excellent comfort during long-term wear.


The fashion trend of the 90s is reflected in many of the brand’s popular models, as well as in the novelty of the season — Marble Urban fashion t-shirts.


The surface of the shoe is made of artificial leather. Stylish plastic heel stabilizer for added stability. Colorful holographic embellishments add Pepe Jeans London signature authenticity to the look. Optionally, the model offers laces in two colors. The bright contrast textile lining is made from recycled marine plastics. TPR outsole provides cushioning with every step.


Dover casual urban sneakers with trendy retro style are another new addition to the season. The combination of suede, textile and two-tone platform in a harmonious color combination is the perfect choice to create an image with jeans or with a summer dress.


The inside of the shoe is lined with a soft textile lining. The outsole is made of lightweight EVA foam and is protected from wear by a rubber tread for good traction. The outsole has a slight roll in the forefoot for a natural stride.

The men’s collection also has fresh ideas implemented in new models.

For collaboration with Brooklyn Beckham was specially designed model Joe Cup.


Comfortable, basic Pepe Jeans sneakers crafted from soft genuine leather with contrasting, stylish leather lining and branding on the outside and tongue. Removable insole upholstered in leather. The classic rubber outsole is comfortable to wear.

The models that we have talked about, as well as other new items from the women’s, men’s and children’s Pepe Jeans collection, can be bought at Soho stores and on our website.


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