Pepe Jeans began in Portobello in central London and are currently sold and worn throughout the world, though the tradition of the famous Portobello Market still means a great deal to the company. As well as jeans they create shirts, tees, sweatshirts and many more products that accessorize with demin. They have even branched into non-clothes items such as denim backpacks. They keep redefining the definition of denim in many ways, for instance creating a custom studio for creating new designs for the consumer. They are an innovative company; a recent campaign is the Tru-Blu squad which promotes an economically friendly washing technology which uses no toxic chemicals and produces no waste water, so helping to protect the future. There are a number of Pepe Jeans products currently being featured in the Tru-Blu campaign.