Paola Maestro, chief product officer for Pepe Jeans London, tells us how staying close to its London roots has helped the brand maintain its relevance, as it celebrates its 50th anniversary. 

Q: Pepe Jeans London is celebrating its 50th anniversary. How have you marked this milestone and how do you keep a brand relevant over so many years? 

A: Pepe Jeans London is celebrating its 50th anniversary under the seasonal story “I love London”. The original London-born denim lifestyle brand presents captivating collaborations that pay homage to its timeless London heritage. The brand has launched two campaigns in collaboration with two style icons that are set in the streets of London, and the celebrities wear clothes that reflect the signature style: denim, lifestyle, London boho, modern, casual and eclectic. Each location selected matches the London Boho style of the AW23 collection to create a story that captures the essence of the city.

First is the “W11 Love from London” campaign, lensed by photographer Alasdair McLellan capturing British model Lila Moss, whose presence graces covers worldwide, as she embarks on a journey through the spirited streets of W11, which encompass the vibrant neighbourhoods of Notting Hill and Ladbroke Grove in West London. "London After Hours" presents standout pieces worn by singer Rita Ora and styled by Julia Sarr-Jarmois, directed by Lee Swillingham and Stuart Spalding. The campaign premiered on zalando.com and across various platforms.

Pepe Jeans London has set the fashion standard since 1973. While trends have shifted over the course of its 50-year history, denim has consistently been a fundamental part of its DNA. Our inspiration is to establish Pepe Jeans London as the global reference for denim lifestyle infused with British heritage and driven by an eclectic style and edgy attitude. 

What is it that customers love?

The brand remains true to its DNA and origins. Pepe Jeans has evolved with the trends, upholding the quality of its garments and applying advancements in new technologies while drawing on its long history and legacy.

What styles are the most popular or important for Pepe? Where do you see trends heading? 

Pepe maintains its unwavering commitment to its origins and core identity while staying attuned to evolving trends. It has embraced advancements in technology and sustainability, ensuring the enduring quality of its garments. This dedication allows the brand to offer increasingly sustainable collections that resonate with the shifting preferences, lifestyles and growing environmental concerns of its customers.

Regarding style, Pepe Jeans remains dynamic, blending contemporary fashion with its rich legacy. The brand's direction reflects a growing emphasis on sustainable fashion, integrating innovative technologies and eco-friendly materials. This approach enables us to continue delivering versatile collections that harmonise modern trends with its esteemed heritage, appealing to individuals seeking both fashion-forward styles and eco-conscious choices.

Pepe has strong connections with London but has its headquarters in Spain. How do you balance this international outlook when it comes to products? What markets are most important for Pepe?

Although our headquarters are in Madrid, we are born and bred on the streets of London. Our connection to London is pivotal in shaping our product strategy. We understand the resonance of our brand with a global audience, and our aim is to craft products that cater to a spectrum of tastes and preferences. We foster collaboration between our design teams, leveraging their respective creative strengths and cultural perspectives.

At the same time, we observe and monitor global fashion trends, ensuring that our products seamlessly align with the latest styles and preferences across diverse markets. Interestingly, what we often see is the consistency in our best sellers – they tend to perform exceptionally well across various regions. However, what fluctuates more is the specific consumer demands influenced by seasonal changes in different parts of the world.

In terms of working with the supply chain, how do you stay informed about fabric and chemical innovations? What do you look for in your suppliers?

We have an amazing relationship with all our denim suppliers, we are in constant communication with them, and they share the latest news regarding sustainability so that we can stay abreast of new updates. On top of that, we have our CSR team who share everything related to innovation findings in the industry with us. It is very important that our suppliers care about the challenges in the denim industry, finding sustainable alternatives and working towards developing and adopting safer alternatives to minimise environmental impact. But not only that but Pepe Jeans’ supply chain transparency, fair labour practices and worker wellbeing are equally important.

What is your focus when it comes to minimising your footprint and what do you see as the main issues the denim industry will be working towards over the next few years?

We are in constant search of circular production solutions, sustainability innovations and facilitating knowledge within the denim industry. Over the next few years, it is likely that the denim industry will continue to focus on production challenges such as water, chemical usage and waste management, with an increasing emphasis on sustainability, transparency and responsible practices.  This includes the adoption of new technologies, materials and production processes to create a more eco-friendly and socially responsible denim industry.

What do you personally like most about working in the denim industry?

Denim is one of the key items in fashion. It is a wardrobe staple for many people, creating a strong connection between consumers and the products. While working in the denim industry, I often have the chance to witness the impact of our work on the everyday lives of individuals. We make people feel amazing when they wear denim. It is a really enjoyable industry because it allows for true creativity. Designing new styles, experimenting with washes and creating unique finishes provide an avenue for self-expression.

I appreciate the rich history and tradition associated with denim, especially in Pepe Jeans. Working in the industry can provide a sense of connection to a classic and timeless product that has been a fashion staple for decades. 

Paola Maestro is chief product officer for Pepe Jeans, overseeing product development, trend direction and production across a global workforce. She has more than 20 years of global experience, previously working for brands including McGregor and Tommy Hilfiger.
Photo: Pepe Jeans London

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