Wiser Wash® sustainable denim technology bridges the partnership between the British duo.
Pepe Jeans London is proud to unveil the first chapter of its collaboration with British photographer Brooklyn Beckham.
Launched in tandem with World Water Day 2021 (22nd March), Wiser Future celebrates the preciousness of water and reflects on its vital importance for the future. Through images directed and self-shot by Brooklyn Beckham, and video by Zhamak Fullad, the Wiser Future campaign plays with the reflection created by frameless mirrors in various environments and features Wiser Wash® denim pieces by Pepe Jeans London.
Wiser Wash® is a revolutionary washing technology which drastically reduces the use of water in the production of denim, using only 1 cup of water for the decolourisation process of a pair of jeans (vs. 16 liters for a traditional wash), and zero toxic chemicals.
The hero images of the Wiser Future campaign feature photographer Brooklyn Beckham at the beach, self-photographing via a frameless mirror that reflects the magnificence of the ocean. Mr. Beckham wears a Wiser Wash® ‘Young’ denim jacket and slim ‘Hatch’ Wiser Wash® denim jeans.
Campaign images, social-first videos, and BTS will continue to roll out across Pepe Jeans London social channels and selected media partners, concluding on Earth Day, April 22, 2021.
Pepe Jeans London was born in the iconic Portobello Road in 1973. Today, 48 years later, the brand remains devoted to its initial mantra and its pledge to create the most exciting denim-led fashion on the planet. The diversity and unique eclecticism, the extraordinary melting pot and mix of cultures that defines the city of London also defines Pepe Jeans personality, and keeps on being the constant inspiration for the brand´s denim, women, men and junior collections.
Music, Culture, Fashion, AWWG is the global fashion group which integrates the iconic brands Pepe Jeans London, Hackett and Façonnable London and Denim, that is what Pepe Jeans is all about.
Founded in 2006,. AWWG currently has 238 owned stores, with a presence in 54 countries globally and a workforce of 2800 employees.