-
- BRAND: Represent
- LOCATION TM: United Kingdom
- PRODUCT GROUP: Luxury streetwear, ready-to-wear apparel, footwear, denim, outerwear, premium basics
- CLASSIFICATION: Luxury streetwear; high-end craftsmanship; designer menswear; UK fashion label
- GENDER: Primarily menswear (unisex influence)
- ESTABLISHED IN: 2011
- WHERE TO BUY: Visit Store
Why shop with Represent?
REPRESENTCLO | BRITISH LUXURY | PREMIUM STREETWEAR | HEATON BROTHERS | CRAFTED APPAREL | ICONIC FOOTWEAR | DESIGN INNOVATION
Represent was founded in 2011 by brothers George and Mike Heaton, beginning as a simple college project where graphic art was printed on locally sourced blanks. What started with screen-printed T-shirts quickly evolved into a rising streetwear force. Early visibility came from grassroots moments—festival pop-ups, emerging artist co-signs, and organic celebrity exposure. The brand’s early years were marked by experimentation, rapid learning, and an intentional shift away from printed blanks toward fully customized, internally developed garments.
Craftsmanship, Creative Direction, and Defining the Aesthetic
As Represent grew, so did its ambition. Between 2013 and 2017, the Heatons built collections that reshaped the brand’s identity—Ghost, Storm, The New Breed, and more. They invested in pattern cutting, in-house sampling, and international production partnerships to elevate quality. Runway shows in Paris, London, and New York solidified Represent’s place within global luxury fashion. Influential pieces like the Dusk boot, Alpha shoes, and later the Reptor sneaker reinforced the brand’s reputation for thoughtful design and meticulous craftsmanship. Represent's aesthetic matured into a fusion of British heritage, modern luxury, and streetwear energy.
Reinvention, Expansion, and a Multi-Pillar Future
From 2018 onward, Represent evolved into a highly structured brand with three pillars: Mainline, the athletic-inspired 247 range, and the minimalist Blank collection. Weekly drops, refined creative processes, and a sharpened direct-to-consumer strategy fueled massive growth. Signature pieces—from vintage-washed hoodies to technical pants—became cult favorites, while collaborations with musicians and cultural icons helped shape the brand's global identity. Today, Represent continues its mission to “build the best brand in the world,” driven by relentless innovation, elevated craftsmanship, and deep connection to its community.
What People Say
Helen, trustpilot.com:
"The friendliest most helpfull staff make my shopping experience so enjoyable"
Carrie, trustpilot.com:
"My son wanted their shoes. They shipped and arrived fast. They are great quality and he loves them. Very comfortable."
Ryan Bergin, trustpilot.com:
"I was at the London store on Thursday 20th November. I was served by Callum (dont know if I spelled that right) and I just wanted to review to say how much a lovely guy he is and how he is a credit to the brand! Very helpful, friendly and informative. Ye should definitely do everything ye can to keep Callum working at Represent! This is my third time in the store, I fly over to visit from Ireland, and going forward I am going to make sure Callum is working when I visit! All the staff are brilliant but Callum is in a league of his own. Could this information be passed onto Callum and the appropriate people to reward Callum for his outstanding customer service? Also the clothes as per usual are 10 out of 10!! I got a coffee this time as I had more time and it is going to be my new go to coffee in London!!"
