Represent is undoubtedly a brand like no other: its refined aesthetic is sure to capture the wardrobes of all lovers of top-notch urban apparel. The style is as contemporary as it gets, yet distinct from any other offering, thanks to its unparalleled sense of beauty and exquisite craftsmanship. Every detail is meticulously designed, leaving nothing to chance, to impress not only streetwear enthusiasts but also admirers of sophisticated fashion. The elegance of Represent's streetwear catches the eye of anyone who appreciates good taste and exclusivity.
The brand's first love is art, a passion that is palpable in every piece created by Represent. The creative process behind the British fashion house's garments blends urban vibes with highly sophisticated techniques, serving as a backdrop for genuine works of art displayed on T-shirts, hoodies, shirts, and a wide range of bottom clothing.
The most striking examples of this pronounced artistic sense and the brilliant skill of George and Mark Heaton, the founders of the brand, are undoubtedly the pieces from the Icarus line. In these garments, the man with wax wings is depicted with extraordinary talent, a gift that not only manifests in the sheer beauty of the designs but also in the profound meaning attributed to each piece in the collection.
The deep passion for art and aesthetics also comes through in the color palette, which features highly refined shades such as the subtle tones of red and blue. These are then contrasted with impactful colors like jet black and electric mint.
Represent continues to evolve, channeling its creative genius into shirts, trousers, and tank tops adorned with superb details. These include all-over logo embroideries done in chain stitch, raised brand initials in terry cloth, and crochet inlays that recreate ocean waves.
Wearing Represent collections means bringing art to life and dressing in unique and original pieces.
George Heaton began his journey in 2011 by screen-printing his designs onto clothing and selling them at local fairs. During a music festival, George had the idea to have a band, the Rizzle Kicks, wear his creations—a zero-cost marketing strategy that led to a significant increase 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 had launched its first campaign, named "Ghost," inspired by Rolls Royce cars. This campaign, bolstered by the rising influence of social media, helped propel the brand into the streetwear market. Immediately, George involves his brother Mike in the project, and together they work on increasingly precise garments characterized by absolute control over every phase of production. This meticulous attention to detail has never left the brand, becoming its distinctive feature and making Represent effectively unique. Thanks to the meeting of the designers with global star Justin Bieber, who begins wearing their pieces, the brand quickly becomes known worldwide. The first doors open with fashion shows and pop-up shops in London and New York, achieving extraordinary success. Fame reaches its highest peaks, and Represent becomes a well-established reality that has swiftly reorganized to keep pace with substantial demand through production expansion.