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Pepe Jeans to raise its profile with sub-brands

Pepe Jeans London is gearing up for the launch of two new sub-brands within its spring 11 menswear range to reignite interest in the brand in the UK market.

Home Of British Khaki and Heritage By Pepe Jeans London will be unveiled to buyers at trade show Bread & Butter Berlin next month.

The premium Home of British Khaki has been inspired by 1940s-era British khaki and will feature 12 styles including tailored twill chinos and utility shirts.

Pricing has yet to be confirmed but retail prices will start from £100.

The range, which will be sourced and made in the UK, aims to help rebuild interest in the Pepe Jeans London brand at the top end of the market, targeting high-end indies.

Home of British Khaki will also be allocated the lower ground floor of Bread & Butter founder Karl-Heinz Müller’s 14oz denim store in Berlin during the show. Pepe Jeans London will also refurbish its Portobello Road store in London to reflect the new collection. Both will be styled in a Second World War-era mercantile style.

The second sub-brand, Heritage By Pepe Jeans London, is a denim range inspired by classic Americana styles from the past 100 years. Made from Japanese denim with vintage washes, jeans will form the core of the offer but it will also include denim and military shirts, jackets and chinos. Wholesale prices range from £28 to £56. Selfridges has already been confirmed as a stockist.

Separately, Pepe Jeans London has restructured its Northern European business, which has seen the UK country manager role scrapped in favour of sales teams reporting directly into European commercial director Charles Eisenhour and Pepe Jeans Europe managing director Nish Soneji.

Andrew Townsin, UK country manager, left the brand last month to join French lifestyle brand Aigle.

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