Represent is a UK-based luxury streetwear label founded by brothers Mike and George Heaton at the age of 19 in 2012. The brothers are co-owners as Goerge handles the “business” side while Mike handles the “creative” side. The fashion label originally started out as a college project where they started printing t-shirts for friends.
Their seasonal offerings are made in England and include long flowing silhouettes and thoughtfully layered pieces united around a dark palette of neutral tones from denim, t-shirts and accessories. Having their garments produced in the UK allows for them to have better control and communication with their manufacturers. Represent produces high-quality apparel with reasonable price points that pulls inspiration from rave culture and 90s British-Pop.
Represent has gained notable popularity from a variety of high profile celebrities from Justin Bieber, Dua Lipa and Migos. Staying true to its UK roots, the brand has collaborated with UK-based brands such as Admiral and Walsh.