Pepe Jeans had lost its way and the brand was starting to fall into the field of not knowing who they were. To add to this they had gone from their stores having a raw, crowed industrial feel to playing with a purity of design normally found in stores like COS. They needed to rediscover their individuality and re-establish themselves with as a denim brand.

Rather than starting again we decided to enhance the existing latest store design, keeping what we could and layering in some personality. We took inspiration from their Portobello Market store roots and London beginnings allowing a a toughness to come through that is appropriate to denim.

With the up and coming launch of our 5th multi-award-winning flagship store, Sports Direct has not only continued its financial prosperity but has also fostered stronger partnerships with brands. Now, these brands eagerly provide their latest and greatest products to be showcased and sold in-store.