REPRESENT

Represent's About page says it was founded in 2011 by brothers George and Mike Heaton in Manchester, and that it began as a college project when George Heaton realised he could sell his art. The same page mentions the backyard shed in Horwich. The Gentleman's Journal also dates the founding to 2011, but says the brothers officially launched the business in 2014, after a couple of years working in their dad's garden, and registered it as a limited company.

Drapers calls George Heaton founder and creative director, says he founded the brand with his brother Mike, and reports that Paul Spencer has been CEO since June 2022. None of the sources we opened says who owns the company or whether it has outside investors.

"For us, it's home, and it's the DNA of our aesthetics," George Heaton told Drapers about Manchester.

The brand lists mainline menswear, womenswear and the 247 performance line, and says its first product, in 2012, was 20 box logo T-shirts. It lists Alpha, Reptor and Viper footwear. Drapers adds the Owners Club line, music collaborations and the Robertson collection, which is sold only in store.

Heaton told The Gentleman's Journal that consumers who do not want to spend £1,000 on a hoodie have shopped down to Represent.

Drapers reported turnover of £80.8m for the year to 31 December 2023, up 65% year on year, and gives its revenue split as 70% direct-to-consumer and 30% wholesale. Glossy separately reported $100m in revenue for the year before its April 2024 article, with about 20% from the US and over 300,000 customers in its Prestige loyalty tier; the two figures are in different currencies and are not reconciled.

The brand's About page lists flagship stores in London, Manchester and Los Angeles and wholesale partners including Selfridges, Harrods and Harvey Nichols. Drapers counted over 150 stockists, including Flannels, Saks, Neiman Marcus and Nordstrom. The Los Angeles flagship, which Glossy said would be the brand's first store in LA, opened on North Robertson Boulevard in West Hollywood in spring 2024: the brand's About page says April, and Glossy gave March 30.

Represent's US web shop listed a Represent x '47 MLB cap at $110 and a 247 trucker cap at $85 (checked October 2026). HBX listed the Owners Club hoodie at £75, reduced from £160. Glossy put the 247 activewear range at $50 to $300 in 2024.