| The opening of the flagship store in the heart of Covent Garden this
Autumn, re - enforces Pepe Jeans' position as a major European jeans
company in London. The site is a warehouse building originally built as a
brewery, but more recently home to the Smiths' Gallery. Designed by Creneau, the Belgian based retail interior specialists, the store has two main floors and a mezanine level. One of the key design elements of the store is the stunning three storey denim wall, the largest in Europe. The wall carries 10,000 pairs of jeans, the total weight of the denim alone is 7,000kg, using 14,800 metres of denim and 49,640 rivets. Spring / Summer '98 Basics Denims Authentic ring effects combinig various weights. For workwear the original 12 oz is highlighted and used on double panel traditional carpenter pants. 5 pockets are modelled on heavier weights using Japenese 13.75 oz and European 14.5 oz. The highlight and emphasis is on the the premium selvage narrow width denim, constructed on the original narrow width 29" / 70 cm looms in the authentic weight of 14.5Oz. The yarns for the selvage fabric have been dip dyed 24 times to achieve the darkest vintage product. In addition to the traditional and authentic button fly fits, Pepe offer a low rise flare jean for men and women. A unisex boot cut jean will also be available from the autumn. Basic Tops This is a new defined offer for Pepe, featuring a focussed collection of high quality, basic, logo driven tops. Qualities in this package include basic brushback sweats, heavy jersey, double pique, 2 by 1 rib, and fine jersey for ladies. Silhouettes are slimmer and more fitted in styles like polo shirts, v necks, hooded and zip through sweats. In terms of branding, key words are high tech qualities and minimalist styling. Denim Deluxe The Denim Deluxe range has been expanded and its identity enhanced for Spring / Summer '98, so that it is now offered as a separate collection alongside the main brand. Youth culture is a mix and match magpie. Denim Deluxe sits at the heart of this culture, offering ingredients that can straddle the elements of these movements. The range is a reflection of the diversity of these elements, being offered in denim and non denim for interchangeability. The styling of the range is based on workwear, streetwear, vintage classics, and seventies influences. Emphasise is very much on dark denim; unwashed and rinsed selvage; 12 oz antique denim and deep dyed indigo stretch. In addition to the dark washes, the offer also includes a 12 oz slubby ecru and an indigo / ecru ' rail worker' stripe denim. Most styles are offered in a variety of non denim qualities in a tight basic colour palette. To complete the offer the range is supported by its own accessories. Highlight of the Denim Deluxe range is an authentic red selvage unwashed M2 jean. This jean was specially developed to celebrate the 25th anniversary of Pepe Jeans, born on the Portobello Road, London 1973. This special edition jean and the rest of the Denim Deluxe range will be available from the Pepe Jeans Flagship Store, Covent Garden from November 1997. |
