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Anti-cool Pepe Jeans London, dedicated to GenY

Jul '05
It's the time and trend of the 'young forever' generation, not just in the body but in spirit too. Generation Y (yes, generation X is passé) defines their own rule and no-fake show offs please. Being cool is out, 'Anti-Cool' gang adds punch with 'be your own self'.

You set the tone and make your own statement, that's what sets the anti-cool gang apart. In admiration of this genre of youth who inspire truth and realism, Pepe Jeans London's latest Anti-Cool Collection is unique and distinct.

Anti cool is a conception that completely defies the elements of being and looking Cool. Wanna be attitude is completely a thumbs-down for Generation-Y.

Be your self and soul, break all the rules to be cool and with the crowd is what Generation Y thinks. Pepe Jeans London, the brand that has been cheering the young since its establishment, has brought together the essence and attitude of this group with its 'Anti-Cool collection'.

The colours and style elements in this collection aptly describes the Gen Y and are a 'class apart'. It screams, “That's me, whether you like it or not”.

Live to rediscover individualism and inspire with Anti-Cool t-shirts. Take a glimpse of these fresh and incredibly spirited men's t-shirts carrying travel newsprint of the 40s, antique prints, sketches and unique graffiti on t-shirts.

Shirts in unique stripes in antique colours with slogans on unusual places defy all rules. For men its capries in unusual colours and jeans in inimitable washes that confirms to all anti cool norms. Striking the right element to stand apart from the fashion haunted crowd.

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