Ian Berry X Pepe Jeans collaboration

Denim artist and craftsman Ian Berry did another amazing project together with UK based denim brand Pepe Jeans. The latest master piece by Ian Berry was made for the Pepe Jeans New Regent Street Flagship Store which is based in London, UK. Pepe Jeans started their denim journey in 1973 at Portobello Road in London. Now almost 45 years later it was time to open a new Pepe Jeans Flagship Store. Pepe Jeans decided to make their latest store really special so they teamed-up again with iconic denim artist Ian Berry. Ian Berry has worked with Pepe Jeans for the last 4 years with his work being exhibited in four other key stores across Europe. Pepe Jeans have also contributed denim for Ian Berry to work into his pieces, this has helped Ian Berry develop a more consistent style across his work.

Ian Berry: ”They have a quality in their denim detailing, which mirrors my work as I to look for the finer details and I love using their denim in that way.”

Ian Berry about the Pepe Jeans project

The concept of the Ian Berry X Pepe Jeans denim piece came from the CCTV (closed-circuit television) point of view. The installation has been created to resemble a CCTV control room, with a centralized tv screen, surrounded by static 3D images crafted from denim, created by Ian Berry.

Ian Berry about the project: “It’s been a real honour to be asked to make this special piece for the new Regent Street flagship store. I’ve spent a long time thinking what I would create for this; something different, special and was vital that it encapsulated the Pepe Jeans brand values”.The idea was that Pepe Jeans is always watching London; it’s a brand, which is inspired by London. Looking at it from a different angle, looking down at the street it would resemble an image taken from a CCTV camera; it includes a more mischievous element of watching Portobello Road from above. This then developed into a journey starting from Portobello Road, where Pepe Jeans started, going through on a journey through London to the new Regent Street flagship store.”

Close-up shots of the Ian Berry X Pepe Jeans project

About denim artist Ian Berry

Ian Berry is an artist who works specifically using denim to create his unique pieces. He has worked with denim for the past 10 years; at first glance many believe that his work is either a photograph or painting. After a close look at his work you will see all the details within the piece, becoming aware of the depth and texture through the use of jeans with washes and fades, helping him to create his fluid, painterly tone.

Ian Berry his work has lead to him being named as one of the leading top 30 under 30 artist in the world. He has worked on commissioned portraits of Debbie Harry, Jennifer Saunders, Giorgio Armani and Ayrton Senna. His work has been seen in many countries, giving a chance for people to see the work in person. With a number of sell-out solo shows in London and Sweden, he has also shown across Europe and the States, including the home of the modern jean, San Francisco. It has been written about in major mediain all corners of the globe.

Ian Berry about his Pepe Jeans project: “I usually show most of my work in exhibitions and galleries it’s great to show it to a different audience. I think there’s something in the denim which really speaks to people, it’s comfortable, familiar and there’s a connection there. To have a piece of my work housed within such a great store on Regent Street, allowing a different audience to see my work is really exciting.”

Ian Berry in front of his latest Pepe Jeans project

Pepe Jeans Flagship Store
59 Regent Street
London – UK


Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.