The singular music festival: Pepe Jeans

The Upcoming got a chance to attend the exclusive singular music festival hosted by denim success, Pepe Jeans. The Shah brothers founded the brand back in the day (1973), when customising jeans at Portobello Market was what set them apart and on the path to the international sensation they have become today.

Set in the Vinyl Factory, Soho, an amazing location for such an exclusive fashion and music event giving off a relaxed and yet buzzing vibe. Friday 19^th was the second singular music festival in its second year showcasing the up-and-coming bands in different cities, the first being held on a boat in Paris for band, Fanfarlo.

Yesterday’s event exposed indie band Veronica Falls, best described as hipster with a serious 80s twist. The band formed in London in 2009 and after two years and two singles they recorded and released their self-titled album. Veronica Falls created a great atmosphere with their cool understated attitude, which got everyone acting like teenagers at a concert. This could have possibly been aided by the sponsorship of alcoholic beverage Desperado.

This type of event gives up-and-coming fashion companies and music brands a chance to show their city what they’ve got and have a great time doing it. Such a cool event, so if you get a chance, try and go to one. Tickets can’t be bought though, so you will have to check out a Pepe Jeans store or Facebook. Heads up, the next one is in Milan.

Aura Montana

Photos: Martin Evans