With the Union Jack strategically placed between brick walls, and surrounded by a world of denim and British inspiration, Pepe Jeans opened its first store in Turin on 4 September. To celebrate our first opening in the famous Italian city in style, we welcomed our guests with a cocktail in the new 100 m2 space in the centre of the city.
The modern urban style, faithful to Pepe’s British roots, was-ever present during the event. But that wasn’t the only thing that made this opening party so special. Turin’s Via Lagrange was alive with F1™ and top celebrities from the racing world. The special guest of the night was undoubtedly Infiniti Red Bull Racing. We were truly honoured to have Christian Horner with us, the team’s manger, and David Coulthard, the former F1™ driver and ambassador of Infiniti Red Bull Racing, who turned up in a real racing car, something we usually only see whizzing around Grand Prix tracks. What a surprise! The chance to see it up close was a unique experience, not only for F1™ fans but for everyone else too.
The atmosphere was just perfect for celebrating our 40 years of paying homage to denim, and for strengthening our ties with the IRBR team. It’s a real pleasure to be part of this alliance!