Pepe Jeans has recently launched a new initiative that lets customers personalise their new jeans.

The new Custom Studio initiative has been recently presented within the brand's newly inaugurated flagship stores in Madrid, Barcelona, Rotterdam and Paris at the end of summer of 2013.

The new concept captures key elements of the brands London-based heritage, referencing Portobello Road Market, street art and music. The new flagship stores have clean, modern and sleek interiors, while remaining loyal to the brand's DNA.

Depending on the size of each outlet, all of these new Pepe Jeans London stores will include the new Custom Studio area. Thanks to this additional service, clients can customize their newly bought denim garments and choose to add special finishing’s such as special buttons, rivets, laser prints or appliqués.