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Chilli Pepper the Brand

The brainchild of Alan Strang and his wife Katherine, Chilli Pepper of London was launched in 1990 as a fashion forward brand targeting both women’s fashion jeans wear and casual wear. Since Chilli Pepper of London opened its first boutique in London, it has since expanded and currently distributes to over 1,200 retailers worldwide.

With over thirty years experience within the fashion industry, Alan Strang initially gained his grounding in the fashion industry during his employment with the denim wear market leader, Levi Strauss.
Strang later transferred to Lewis Enterprises acting as their Managing Director. During his time with the company his role involved the supply of directional jeans and fashions to independent stores and boutiques.

Armed with knowledge attained during his employment with Lewis Enterprises and inspired by London’s 24-hour fashion culture and nightlife; together Alan Strang and his wife Katherine, created Action Apparel Limited. From this, saw the formation of Chilli Pepper of London, a commercial women’s collection of directional casualwear, including textured knits, denim, vintage stripes, retro graphics and bespoke details.

Today Alan Strang undertakes his current role within Action Apparel Limited as Group Managing Director, however his passion still lies in the design department as he continues to work together with the design team to create the suitable direction and fabric developments for the latest collections.

Building upon the success of Chilli Pepper of London, Action Apparel has recently diversified into menswear with the creation of Chilli Red as well as expanding towards more unique directional pieces with the arrival of Chilli Couture.

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Chilli Pepper the Styles

A commercial women's collection inspired by London's 24-hour fashion culture and nightlife, Chilli Pepper of London can pride its success and longevity upon its unique design innovation.

Taking inspiration from classic cuts of the sixties and seventies Chilli Pepper of London innovates the designs into clothing that is stylish enough to be worn on a night out, but are also versatile enough to be worn with jeans on a slouchy Sunday morning.

Chilli Pepper of London offers a full lifestyle wardrobe for today’s 24-hour youth culture. Items within the collection include directional denim, textured knits, vintage stripes and retro graphics.

Popular styles from the range by Chilli Pepper of London include: Chilli Pepper of London, Michaela Jeans. Chilli Pepper of London, Tanith Blouse; a stunning pussy bow blouse with sequin detailing. Chilli Pepper of London, Marie Trench Coat; a classic black trench coat, the staple of any British inhabitants wardrobe. Chilli Pepper of London, Tia Dress; a beautiful twenties inspired flapper dress with sequin detailing. Chilli Pepper of London, Tawny Dress; a breathtaking dress with classic Chilli Pepper retro pattern and Chilli Pepper of London, Mary Knitwear; a classic and stylish jumper dress available in a variety of colours.


Chilli Red, the menswear collection from Action Apparel, is labelled as being the boyfriend brand of Chilli Pepper. It is now four seasons old and has established itself as one of Europe's fastest growing menswear labels.

Chilli Couture offers a collection of unique and individual pieces, which are presented as limited editions to a selected and restricted distribution of opinion leading consumers.