Founder & Creative Director

Pewbickhare was founded in Montreal by Italian-Canadian designer Giuseppe Sepe in the mid-2000s.What began as a fun and cheeky underwear project gradually expanded into activewear and, over time, evolved into a lifestyle brand built around personality, comfort, and everyday confidence.

Inspired by Italian roots, Canadian openness, and years of living and working abroad, Pewbickhare blends humour with thoughtful design. Each piece is created to feel good, wear well, and grow on you — because style should never take itself too seriously.