No one ever expected one of the biggest denim brands to come out the UK, but since its launch in 1973 out of a market stall in London, Pepe jeans charged to the forefront of the denim world. Their popularity peaked in the '90s, and every kid back then absolutely needed at least one pair. Not quite hood and not quite standard denim, their campaigns came close to the sexy vibes from brands like Calvin Klein, but weren't edgy enough to scare away suburban moms and dads from buying Pepe from their children. And that meant that Pepe was everywhere you looked in the '90s.