Represent

Overview

Represent is a British streetwear brand founded in 2011, known for luxury streetwear including t-shirts, apparel, and activewear. It operates primarily through direct-to-consumer e-commerce with wholesale partnerships and reported £80.8 million in revenue in 2023. The brand gained visibility via celebrity endorsements and fashion week shows, expanding to physical stores in 2024.

History

Represent was founded in 2011 by brothers George and Michael Heaton in Horwich, Greater Manchester, starting with screen-printed t-shirts. It transitioned to in-house garment production in 2013, entered wholesale with Footasylum, and debuted runway shows at Paris and New York Fashion Weeks in 2017. Production shifted to Portugal between 2017-2018, and during COVID-19, it focused on direct-to-consumer sales; in 2020, it launched the 247 activewear line and opened first stores in 2024.¹

Product Lines

Manufacturing

Production shifted from the UK to Portugal between 2017-2018 after initial in-house garment production began in 2013.¹

Notable Products

• Icon T-Shirts - Original screen-printed tees that launched the brand.
• 247 Leggings - Performance activewear from the 2020 line, 9% of 2023 business.
• Cargo Pants - Signature streetwear bottoms featured in reviews.
• Hoodies - Core luxury streetwear staple with premium fit.
• Sneakers - Street-oriented footwear reviewed alongside clothing.

Reputation

Represent is perceived as a luxury UK streetwear brand with strong fit, quality materials, and rapid growth, praised in customer reviews and by enthusiasts for delivery and products.³¹ Professionals note its transition from t-shirts to full collections and fashion week presence, though some YouTube reviews critique high pricing relative to streetwear positioning.²⁴