Pepe Jeans, founded in the 1970s by the Sha brothers, who sold their jeans every Saturday from a stall in London's Portobello Road market, quickly became the most successful denim brand in the UK and its products are now sold in more than 60 countries. Over the years, stars such as Ashton Kutcher, Cristiano Ronaldo and Sienna Miller have appeared in the brand's advertising campaigns. Pepe Jeans, now established as a brand of casual and urban clothing, never ceases to innovate with new fabrics, finishes and shapes.