The shah's of London

In 1973 X was originally just a weekend road side stall on the Portobello Road Market located in west London established by three brothers: Nitin Shah, Arun Shah and Milan Shah. Nitin and his three brothers later started their own company Sholemay Ltd trading, as X. The brand was named "X", because it was a short word that could be written without much trouble.
Id X.
Answer -Pepe Jeans
Cracked by Nandu,Vishnu,Appu,Shyam