Represent
United Kingdom
Represent is a British luxury streetwear brand founded in 2011 in the Manchester area by brothers George and Michael Heaton. It grew mainly through direct to consumer e-commerce and reported revenue of 80.8 million pounds in 2023. Since 2024 it has opened flagship stores in Los Angeles, Manchester and London.
| Founded | 2011 |
|---|---|
| Founders | George Heaton, Michael Heaton |
| Origin | Horwich, Greater Manchester |
| Chair | Kenny Wilson (since 2024) |
| Revenue | 80.8 million pounds (2023) |
| Segment | Luxury streetwear |
| Website | representclo.com |
What is Represent?
Represent is a premium streetwear label from England, known for heavyweight hoodies, T-shirts, denim and outerwear, and for its 247 performance line. It sells menswear and womenswear and has built a strong following in the UK and the United States.
History
The brand was founded in 2011 by brothers George and Michael Heaton, starting as a college project in which George screen printed his designs onto blank garments in Horwich, near Manchester. Represent moved into in house garment production in 2013 and launched the 247 performance activewear line in 2020. In 2024 former Dr. Martens chief executive Kenny Wilson was appointed chair.
Products and positioning
Represent positions itself as luxury streetwear, priced in the premium tier. Its lines include:
- Mainline menswear and womenswear
- 247 for hybrid fitness, running and lifestyle
- Owners Club and Blank essentials
- Footwear such as the Reptor and Viper
- Collaborations with bands and sportswear brands
Business model and distribution
The business is driven mainly by its global direct to consumer website, which it prioritised from 2019 and 2020. It also works with wholesale partners including Selfridges, Harrods and Harvey Nichols, and its products are stocked by more than 150 retailers worldwide. In 2024 Represent opened its first physical stores, with a flagship in West Hollywood in April 2024 and a store in Manchester, followed by a Soho flagship in London in 2025 that includes the Owners Club Café. Wikipedia reports revenue of 80.8 million pounds in 2023, up from 48.4 million pounds in 2022, with the 247 line making up about 9 per cent of the business.
Why it matters
Represent is one of the most successful British streetwear brands of its generation, showing how community, social media and DTC can build a premium label without a fashion week presence. Its expansion into stores and performance wear illustrates how streetwear brands are diversifying beyond graphic basics.
Frequently asked questions
Where is Represent from?
Represent is a British brand founded in 2011 in Horwich, near Manchester, by brothers George and Michael Heaton. It now has stores in Manchester, London and West Hollywood.
Is Represent a luxury brand?
Represent describes itself as a luxury streetwear brand and is priced in the premium tier. It is sold through its own website and stores and by retailers such as Selfridges, Harrods and Harvey Nichols.