Pepe Jeans London was founded in 1973 on London’s Portobello Road market. While primarily known as a denim and fashion brand, they entered the fragrance market in 2010 through a licensing agreement with Perfumes y Diseño (PYD), creating scents that reflect their young, urban brand identity.

Their first significant fragrance launch was Pepe Jeans for Him and Pepe Jeans for Her (2010), which established their signature style of fresh, youthful fragrances. These initial releases featured urban-inspired bottles with denim-textured caps, connecting them to the brand’s fashion heritage.

A breakthrough success came with the launch of Pepe Jeans London Club (2015), a fragrance collection targeting a younger demographic. The men’s version became particularly popular with its fresh, aromatic composition, while the women’s variant gained recognition for its fruity-floral notes.

One of their most successful releases has been the Get Ready! collection (2018), featuring separate fragrances for men and women. Get Ready! For Him combines fresh citrus notes with aromatic elements, while Get Ready! For Her offers a playful fruity-floral composition. The collection’s success led to several flankers.

Notable releases include:

• Pepe Jeans Celebrate (2019)
• Pepe Jeans London Life (2020)
• Pepe Jeans Fresh (2021)

Their most recent success has been the Pepe Jeans Original collection (2022), which pays homage to the brand’s denim heritage. The bottles feature denim-inspired designs and contemporary urban fragrances that appeal to their core young adult demographic.

Currently, their best-selling fragrances are:

• Get Ready! For Him
• Pepe Jeans London Club
• Celebrate for Her
• Original For Him

The brand maintains its position in the affordable designer fragrance market by creating youthful, urban scents that reflect their fashion brand’s DNA. Their fragrances are particularly popular in European and Latin American markets, where the brand has strong recognition among younger consumers.

All Pepe Jeans fragrances feature distinctive packaging that incorporates elements of their fashion heritage, often including denim-inspired textures or urban design elements. The brand continues to expand its fragrance portfolio while maintaining its appeal to a young, fashion-conscious audience.