Pepe Jeans is revamping its brand image and introducing a new product range in an attempt to break away from the outdated denim market.
Pepe is launching two new cuts of jeans and a jacket under a new Advanced Jeans tag. The first examples of the new look go on sale across Europe next month.
There are separate versions of the new range for men and women.
The jeans feature detachable mobile phone pockets, knee tucks and a lightweight denim fabric, but no copper rivets, gold stitching or leather logo patches. They cost £50 at retail. The jacket costs £65.
The collection will launch in the Pepe Jeans Covent Garden flagship store, its Selfridges concessions and in independent stores across Europe.
A press advertising campaign to promote the range will run in style and fashion magazines including FHM, Elle and The Face.
The product revamp will roll out across Pepe’s existing ranges and gradually replace them. Further newly-designed products will be available in the autumn.
Pepe Jeans marketing director Phil Sturr says: “Advanced is not a spin-off collection, it is the core of what we’re about.
“We have been guilty of following trends for years, but we want to change that and we’re taking a big gamble.”