Kutcher signed a contract with the company in which they stipulated he will model for them for the next two seasons.
The first photo session was in New York. Kutcher was photographed by David Sims, a United Kingdom photographer. Sims has previously worked with Prada, Louis Vuitton and Yohji Yamamoto.
The ads can be seen as of March in magazines such as GQ, Vogue and Area Homme Plus.
Pepe Jeans has done some re-organizing in their company, after the sales director, Terry Peaman left the company.