Pepe introduces ‘Custom Studio’, enables designing own jeans

In 1973, Shah brothers, Nitin, Arun and Milan, launched the eponymous label Pepe Jeans London from a little stall on Portobello Road. Here they would spend weekends customising jeans for London’s most fashionable folks. And as Pepe states, customisation is at its heart. What could be a bigger illustration of the statement they live by, than their newest concept, the ‘Custom Studio’.

Customers get an exclusive edge

Pepe Jeans London’s new customisation service, ‘Custom Studio’ is all about designing your own denim. This experience enables the customer to get into the designer’s seat and customise denim as they wish in just four steps and all this can be done in the comfort of a Pepe store. As Kavinder Mishra, CEO, Pepe Jeans India says, “We are executing something, which is a game changer for the industry. ‘Custom Studio’ is a technology patented by Pepe. There are only 2-3 countries in the world that have this.”

To begin with, the service is being offered at the Pepe Jeans store in Connaught Place, New Delhi. One can pick a laser print form the catalogue available, choose the fastenings, from buttons to rivets, to tacks, there are loads of choices from. They can pick a brush for the garment and which spot they would like it on and finally, pick the colours for printing.

Mishra shares more details about the new concept, “The idea is that when one buys a pair of denim from a Pepe store, they can do the laser, and have a personalised message. This way, a customer can design their own denim. It hardly takes five minutes and is fun, easy. It gives an opportunity to have their own unique design. Moreover, a denim expert is always on hand to advise the customer.”

Array of combinations

And the choice of designs is immense as Mishra says, “The number of combinations is limitless. There are 20 elements and one can use all or some of them. The possibilities are endless.” Besides, R&D is an ongoing process. So, more options keep getting added to existing ones. One can create value out of the entire lot. It’s a full cycle, where one can do different things and create value,” Mishra opines.

After Delhi, the brand is taking this concept to Mumbai soon. The concept will be mobile, which means Pepe will keep moving across cities with its Custom Studio. Next, on the brand’s list is Bangalore and subsequently they will move to other cities. “The idea is to create aspirations in the customer’s mind. That is the thought process,” sums up Mishra.