Represent: where luxury meets Streetwear

Represent describes itself as the British luxury streetwear brand, a fitting definition that encapsulates the essence of this renowned label. Each creation embodies a refined concept that strives for perfection through a constant process blending urban vibes with extremely sophisticated craftsmanship. Design and artisanal production are the beating heart of the brand's creative journey, with each piece representing a unique and exquisite work.
Represent's declared mission is to become the best brand in the world, an incredibly ambitious project that takes shape and materializes collection after collection.

Represent Men's Collections for 2024

For the 2024 collection, the British brand has launched two new lines: the Spring/Summer '24 and the Summer Collection.
The first embodies the spirit of constant progression that represents the main hallmark of Represent and focuses on a color palette of neutral tones and delicate shades of red and blue inspired by the sensations of sunset. The style is the oversized and fluid one of classic streetwear but embellished with overlapping silhouettes, aged graphics, bold cuts, and true works of art made with elaborate dyes and spray treatments. The Summer/Spring Collection features a total look characterized by different internal currents, each dedicated to different philosophies and ways of interpreting luxury streetwear.
The first narrative is built around a main theme inspired by the figure of Icarus, particularly focusing on ambition and the desire for freedom that characterize this mythological character. In some pieces such as the Icarus T-shirt and the Icarus tank, the man with his wax wings is depicted with a screen-printed design crafted with such care that it resembles a painting. This representation of Icarus also appears on a bomber jacket and a pair of shorts through an embossed artisanal embroidery, resulting in a blend of ultra-modern style with the elegance of craftsmanship.

The same artistic attention is evident in other pieces, where the brand chose to represent the concept of freedom in its intimate and inseparable connection with the typical sensations of summer. These items fall under the "Spirit of Summer" label, which includes T-shirts and flannel men's shirts in delicate tones enriched with urban details and prominently featuring the brand's logo.

Represent men: 2024 “Higher Truth” Collection

Another branch of the Spring/Summer collection is "Higher Truth", a selection of garments that serve as the backdrop for a refined silkscreen print of an otherworldly figure, enhanced by the simplicity of boxy shirt designs and relaxed-fit shorts.
The final section of this extraordinary and eclectic collection embodies the original spirit of the maison: refined streetwear aimed at dressing the most sophisticated metropolitan spirits. The most emblematic examples of this approach to streetwear include the Washed Knit tank tops with ribbed necklines and dyeing achieved through natural washes in colors like dawn, sky blue, and sunrise. Additionally, the Embroidered Initial set, consisting of overshirts and shorts, features hand-embroidered chain stitch logos distributed all over the garments.
Let's now move on to the Summer Capsule, a collection dedicated to the concept of permanent vacation or a relaxed style characterized by lightweight fabrics and soothing shades like antique white, milk color, and royal blue. The underlying idea is to create a wardrobe that covers the entire spectrum of a vacation. It starts with the outerwear, essential for cooler evenings by the sea, crafted by Represent in their Permanent Vacation smart jacket in antique white: it's a slightly oversized jacket featuring a mix of asymmetric pockets and a raised embroidered logo graphic. Moving on to late summer moments as the atmosphere begins to cool, Represent offers a series of hoodies with a distinctly urban flavor such as the Luggage Tag hoodie and the Permanent Vacation hoodies with serigraphic print and Cobrax Popper hood, created in exclusive colors like electric mint, antique white, and royal blue. The cornerstone of a summer wardrobe is undoubtedly the shirt, and the British brand produces a wide variety, from more serious options like the Sleeve Pinstripe and the drapery-fit Waffle, to more subtly extravagant shirts like the Towelling, constructed on a jersey base and embellished with brand logos in sponge, or the Crochet, crafted with crochet-knitted inlay creating a checkered pattern with the brand's initials.
Unmissable in men's wardrobes during the summer season are T-shirts, a well-stocked section of Represent's new collection featuring numerous models characterized by unique graphics always created with screen printing and puff prints. A decidedly more modern element that nods to current trends is the Mixed Knit Vest, a royal blue tank top featuring a raised knit pattern reminiscent of ocean waves.
The bottom clothing consists entirely of pieces with a relaxed fit that are truly unique, such as the Towelling shorts with a terry cloth motif, the Mixed Knit with marine waves, and the Crochet with crochet embroidery—all of which can be paired with upper clothing of similar finish or worn with neutral-toned T-shirts.
The collection concludes beautifully with a selection of swim shorts featuring an elasticized waistband with adjustable drawstring, mesh lining, and internal pocket. This minimalist-designed swimwear is available in a variety of colors, including electric mint, pink, and jet black.

Shoes and accessories from Represent's new 2024 collection

The British brand pays meticulous attention to every detail of men's outfits, which is why it includes accessories and shoes in its offerings that perfect the looks for the new season. For the Spring/Summer '24 line, Represent presents various footwear options to meet every need: for leisure time, there are the Bully Sneakers with a bold aesthetic and a sole inspired by skate style, and the HTN X LOW, featuring a leather upper with microfiber lining and rubber toe cap. For moments of absolute relaxation, we can enjoy the Initial Mule, while for more formal occasions, the perfect choice is the suede Loafers with the classic silver chain detail across the instep.
To organize personal belongings and carry them effortlessly, the fashion house offers the Initial Belt cardholder and the Hairy Suede camera bag with an adjustable suede strap. To complete the outfits, the maison designs caps with embroidered or screen-printed graphics, futuristic-style belts, and of course, sophisticated Made in Italy sunglasses with coloured lenses.
The Summer Capsule, on the other hand, introduces a Cracked Leather cross-body bag in antique white, the bucket hat and cap in embroidered versions, the Permanent Vacation Silk bandana, and numerous sneakers with a relaxed and dreamy attitude like the Studio sneaker featuring a logo on the tongue, available in unique colour combinations such as vintage white/pistachio. The collection concludes with the Represent Pool Slides, rubber beach footwear with a printed logo on the strap, available in black or cobalt, ensuring style even on the shoreline.

Represent: a bit of brand history

Translating the brand name "Represent" gives us insight into the initial creative spark that ignited its rapid rise in the fashion world. George Heaton began his journey in 2011 by screen-printing his designs onto clothing and selling them at trade fair stands. During a music festival, Heaton had the ingenious idea to have a band, the Rizzle Kicks, wear his creations—a zero-cost marketing move that led to a surge in online sales. This success provided George with the capital needed to invest in new projects and experiment with innovative production processes.
By 2013, Represent launched its first campaign called “Ghost,” inspired by Rolls Royce cars. This campaign, boosted by the burgeoning influence of social media, facilitated the brand's rapid rise in the streetwear market. George quickly brought his brother Mike into the project, and together they worked on increasingly refined garments, maintaining absolute control over every stage of production. This meticulous attention to detail has remained a hallmark of the brand, making Represent truly unique.
Thanks to the meeting between the designers and global superstar Justin Bieber, who began wearing their pieces, the brand quickly became known worldwide. This exposure led to their first fashion shows and pop-up stores in London and New York, which were met with tremendous success. Represent's fame soared to new heights, establishing the brand as a significant player in the fashion industry. To keep up with the soaring demand, they expanded their production capabilities.
Embracing a new challenge, Represent also initiated fundraising efforts to support a lion sanctuary and a shark charity, aligning with the cause of addressing the decline in wildlife populations. Numerous successes followed swiftly, including the highly acclaimed Machine Gun Kelly Collection, which sold out in just 10 seconds, and significant collaborations with iconic artists like Motörhead, Ozzy Osbourne, and Liam Gallagher.
As their online sales and physical presence in stores across Europe increased, the two brothers saw their team grow to 60 members. Represent's prominence in the urban fashion scene has steadily risen, with the Heaton brothers gradually moving closer to their goal: to become the best brand in the world.

Where to Buy the 2024 Men's Collection from Represent

Don’t miss the opportunity to make your summer unique by wearing a piece from Represent's new 2024 collection. At Pier Abbigliamento, you can find all the latest from this British brand. Visit our store to stay updated on discounts and promotions related to Represent. Our boutique, located in Vailate, is easily accessible from Crema, Cremona, Lodi, Caravaggio, and Treviglio.