British brand Pepe Jeans has opened Mumbai store based on its new global store design concept.

The 900 sqft store located at High St Phoenix is the brand’s first in India which is a replica of its international stores.

Pepe Jeans says the new store has created a place where ‘fashion meets fine craftsmanship and quality along with a larger than life appeal’.

The store promises to be one of the most innovative, contemporary and universally designed concept stores, well designed with props, VM elements, innovative fixtures and various wall displays, on par with global standards.

On entering the store one “drifts onto the streets of London”. Separate wall units and display systems dedicated for various collections add to the grandeur of the store.

Not forgetting the distinct denim wall with a huge white union jack background, highlights the new fits, styles and washes introduced this season.

The store displays 1200 classic British inspired merchandise from the latest Fall Winter ’13 Collection of Pepe Jeans, which is all about contemporary fashion for the ‘strong and independent youth with an urban attitude and a romantic twist’.

It includes various styles of denims and winter wear covering shirts, skirts, knits and accessories for both men and women.