Pepe Jeans London, the iconic British-born brand, launched its Custom Studio in Pakistan through their latest campaign, #BreakYourJeans, starring the popular beauty and style icon, Faryal Makhdoom.
This concept, the first of its kind in Pakistan, is all about reinventing denims by painting, ripping, and crafting them to create one-of-a-kind personalised pieces like never before. Patrons can visit the Pepe Jeans Pakistan stores and after picking any article, ranging from a pair of jeans or jackets, can start customising in a simple four-step process – Tattoo: choose a print from the catalogue or bring your own to be laser printed, Distress: use the brush tool to rip, fray, and distress your garment, Perforate: mix and match buttons and studs to place anywhere on your jeans, Colour: choose from a broad range of special paint options to colour in your designs. These services can be availed between PKR 1,500 and PKR 5,000, depending on what customization process is chosen.
Customers can also choose to buy the limited edition FM Collection consisting of a range of unique designs exclusively customised by Faryal Makhdoom for Pepe Jeans Pakistan. The FM Collection features a variety of different jeans styles that have been painted, ripped, and crafted using the Custom Studio,now available for PKR 9,550.
Speaking about the brand’s latest campaign, Break Your Jeans, CEO of Pepe Jeans Pakistan, Saad Javed Akram said: “After the successful launch of our ‘Get It On’ campaign featuring the country’s heartthrob couple Ayesha Omar and Sikander Rizvi, we are very excited to partner with the popular style icon Faryal Makhdoom for our ‘Break Your Jeans’ campaign to mark the launch of Pepe Jeans Custom Studio in Pakistan. The entire idea behind launching this is to be able to provide an exclusive platform for our clientele giving them an opportunity to craft one-of-a-kind pieces of denim. These services will be available at our existing stores in Lahore and Islamabad as well as our soon to open store on Main Zamzama road in Karachi. This is the first time a service like this has been introduced in Pakistan and we expect it to be a complete game-changer by presenting the concept of bespoke within high street clothing.”
Established amidst early 70’s fashion scene in London’s chic Portobello Road, Pepe Jeans originated from a tiny market stall and has since developed into one of the fastest growing jeans and casual wear labels in Europe. Today Pepe Jeans has its presence in more than 80 countries across the world, presenting uniquely edgy and stylish clothes in a varied palette of colours and designs. Pepe Jeans is the perfect vehicle for self-expression because it reflects a very young and modern way of life with street inspired trends and a unique style that combines a contemporary wardrobe with inimitable pieces that are unique to the brand.
Label: Pepe Jeans London
Campaign: Break Your Jeans – The FM Collection
Starring: Faryal Makhdoom
Shot by: Adnan Qazi
Hair: Aamir Naveed
Makeup: Faryal Makhdoom Cosmetics
Production: Silver Lemon Media
Location: Notting Hill, London