Way back in 1973, when the Shah brothers — Nitin, Arun and Milan — launched the Pepe Jeans London label from a little stall on Portobello Road, they would spend weekends customising the jeans of London’s most fashionable folk. With customisation at the heart of the label ever since its inception, it’s only natural to see the introduction of Custom Studio — a new concept store initiative available at select flagship outlets. Pepe Jeans London lets you radically alter the look of your basic pair of jeans, ensuring that no two pairs will look the same The label offers a catalogue full of laser prints, ranging from skulls and anchors to Pepe logos and flags. Not a fan of big or colourful prints? Not a problem. Try a small, faded icon on the back pocket. Buttons, rivets and tacks tend to be more popular with women, but lining up some metallic studs along the edge of a front pocket wouldn’t hurt. With ripped denim continuing as a big trend, take the help of the label’s in-house denim expert to decide which part of your jeans you’d like to rip, and to what degree.