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Pepe Jeans Bows in Barcelona

Pepe Jeans has a new Barcelona flagship.

Located in the city center, the 1,819-square-foot space features the brand’s Custom Studio, a service where customers can personalize their clothes purchased both in the physical store and online from all seasons of Pepe Jeans. The area is staffed by a custom artist who makes the pieces unique by incorporating five possible techniques including laser printing, applying studs, rips or cuts and decorating the denim with acrylic paint.

The shop, which is reflective of the brand’s British style, currently sells the men’s and women’s Fall/Winter 2022 collection that blends preppy and collegiate style and incorporates a quirky take on the varsity trend.

Barcelona Custom Studio/Courtesy

Its accompanying promotional campaign called “Caught on Camera” stars Brooklyn Peltz Beckham in his fourth collaboration for the men’s collection, and actress Daisy Jelley and model, content creator and businesswoman Sarah Lysande, both of whom are Londoners, for the women’s. “New gen” fashion photographer Josh Olins provided the stills while Isabella Di Stefano, who also collaborated on the campaign’s concept, directed the video. Both were shot in the library of one of the oldest hotels in London and on the city’s streets.

The new Barcelona store is Pepe Jeans’ 21st in Spain and 44th in Europe where it also operates 57 outlets. The brand opened its first store in London’s Notting Hill neighborhood in 1973 and has since expanded its presence to more than 60 countries, with 7,000 points of sale, 300 own stores and more than 2,000 workers across the globe. Its motto and raison d’etre continue to be: to create trends and challenge young fashion in an era marked by conformity.

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Pepe Jeans is part of the stable of brands of the All We Wear Group (AWWG) together with Hackett and Façonnable. AWWG changed its name from Pepe Jeans Group in July 2020. In the last fiscal year, April 2021 to March 2022, the conglomerate registered revenues of 450 million euros ($439 million under the current exchange rate), only 5 percent below pre-pandemic figures.