Pepe Jeans London Celebrates Its British Roots with AW25 Collection
The London-born denim brand channels British coastal tones and classic silhouettes in its new autumn/winter collection.
Born on the streets of Portobello Road in 1973, Pepe Jeans London continues to honour its British heritage and London street-style roots with the launch of its AW25 collection. Reinforcing its long-standing commitment to denim and distinctly UK aesthetic, the new season combines retro influences with contemporary detailing – all wrapped in a palette that captures the mood of British coastlines, countryside and city life.
Rooted in London style and attitude, the AW25 women’s collection opens with tones inspired by the British coast: sandy neutrals, sea blues, and sharp accents of yellow. As autumn deepens, a richer palette of heritage reds, deep navy, soft pinks and earthy browns takes over. These colours animate prints, puffers and knits, offering a college-inspired look with a countryside sensibility, made for urban wear.
The men’s collection draws from the same sense of British cool. Vintage-style graphics and retro logos lend a casual feel to tees and sweats, while shirts feature solid finishes, brushed checks and corduroy textures. Trousers and jeans are simplified through Pepe’s fit guide, making it easier to find seasonal staples that mix timeless design with up-to-date fits.
At the heart of the collection is denim – the defining element of Pepe’s identity. Archival cuts return with updated detailing for women, while men’s styles introduce new silhouettes with classic character. Each piece carries the unmistakable British edge that continues to make Pepe Jeans London globally recognisable.
Elena Leo is the Arts & Lifestyle Editor of Ikon London Magazine.
