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Pepe Jeans London

The collection

The mainline is once again segmented into various trend-led stories. The first is a collegiate look that includes Henley striped blazers, bold striped knitted rugger shirts, washed out chinos, check shirts, padded parkas and hoodies with appliqué college logos. Other highlights include the brand’s ever improving womenswear offer which has a floral print chiffon shift dress story, and a preppy theme which includes argyle patterned low-neck V-knits, checked city shorts and pencil skirts among its styles. The women’s offer also includes a rock chick story punctuated by spray-on black jeans, slouchy gothic print tops and skinny-fit tuxedo jackets. Now in its third season, the upscale Andy Warhol sub-brand provides a colourful print-led counterpoint to the sombre palette of blacks, blues and greys which  dominate most other autumn 09 collections. The collection draws heavily on photography of Warhol during the Factory era with overlayed sequin embellishments and contemporary graphics.

Key pieces

  • T-shirt with black and white print of Warhol and one time muse Edie Sedgwick with bright green signature overprint
  • Women’s leather biker jacket
  • Women’s leopard print cardigan
  • Men’s heavy knit with collegiate stripe on sleeve and 1973 pattern across the chest
  • Men’s 1sb herringbone blazer with crest on the chest pocket

Contact: 020 7313 3820 www.pepejeans.com

Brand comment

Andrew Townsin, UK commercial director

“We’re not putting up prices for autumn 09. Consistency is key at this moment in time. Lots of brands here at Bread & Butter have reacted to the strong Euro by putting up prices but given the current trading climate we have decided to absorb the margin. We do not believe that a knee jerk reaction in pricing terms is helpful for our customers. Also by keeping prices steady we underline the strength of the brand. From a buying perspective customers are looking for something different and that is reflected in a growing interest in innovative washes on denim. Retailers do not want too much overstyling but do want a good commercial offer pitched at an attractive price point.”

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