BRAND PROFILE: REPRESENT

REPRESENT FAQs & ORIGINS

If you're new to Represent, we've rounded up the most frequently asked questions below to help you get familiar with the brand’s story from the very beginning.

Who is Represent?

Represent is a British clothing brand known for its luxury streetwear, authenticity, and homegrown pride. With its versatile trio of lines—Mainline, 247, and Blanks—Represent caters to every aspect of modern life, from gym to work to play. And it’s not just about clothing: it’s about telling stories that are close to home.

Who founded Represent clothing? 

Brothers George and Mike Heaton founded Represent and remain at the helm today. George’s design-focused creativity and Mike’s business-driven mindset have complemented each other from day one, creating a symbiotic partnership that has driven the brand’s remarkable journey to success.

When was Represent founded?

Represent was founded back in 2011, starting out as a college project with £150, two ambitious brothers and a handful of printed tees. George and Mike began selling to friends and setting up stalls to get their designs out there, and it wasn’t long until they were debuting their first collection, Ghost, in 2013.

Where is Represent from?

Represent is born and bred in Manchester, a vital part of its DNA that’s never been lost. From Paris runways to NYC pop-ups, Manchester remains the beating heart of the brand—carrying a strong sense of identity with every campaign, collection and collaboration. In a broader sense, the brand is distinctly British, flying the flag for homegrown heritage through a contemporary, street-ready lens. 

Where is the Represent store?

Built in the place where it all began, Manchester’s Represent flagship store is the brand’s very first permanent retail space in the UK. It opened its doors in 2024 and can be found on the bustling New Cathedral Street.

Across the Atlantic, Represent has also made its mark in Los Angeles—a city that has long inspired George and Mike Heaton. Nestled on North Robertson Boulevard in West Hollywood, this bricks-and-mortar store brings the brand’s distinct aesthetic to one of the world’s most iconic fashion hubs.

You can also get your fix in END. stores; find your favourite Represent hoodies, joggers and represent t-shirts in END. Newcastle, Manchester, Glasgow, London and Milan.

Who wears Represent?

Represent is for every lifestyle, every setting and every moment. At its core, the brand resonates with progressively minded individuals who embrace its three signature lines—Mainline, Blank, and 247—to create looks for every occasion. There’s also the style-conscious crowd who love pairing Represent pieces with luxury sneakers or standout outerwear for that extra edge. And for the younger generation, owning a Represent piece often symbolises a milestone—a top-tier addition to their wardrobe that reflects their love for elevated streetwear.

REPRESENT CORE LINES & PRODUCTS

With an array of specialised collections to accompany Represent mainline pieces, there’s something for everyone. Let’s get to grips with Represent’s core styles, from footwear to apparel.

What is Represent Owners Club?

Inspired by vintage car clubs, Represent Owners Club is essential uniform for many—there’s no doubt you’ve seen the logo-printed hoodies and tees pretty much everywhere. The best way to flex your love of the brand, each release ushers in new colourways in bold and neutral palettes. Collect ‘em all, we won’t judge.

What is Represent 247?

The 247 line is Represent’s answer to all-day, every-day style. It’s made for people on the go, with pieces that effortlessly move from the gym to the streets and everywhere else life takes you. Think sleek, functional designs that don’t compromise on style—lightweight represent jackets, tailored joggers, and breathable layers that look just as good as they feel. 

Take a hike, run a mile or choose the couch, and do it all in 247. 

Do Represent Make Footwear?

Over the years, Represent has cultivated an impressive collection of sneakers, slip-ons, boots and slides, starting with the official release of the Alpha in 2019. We’ll take you through some of the brand’s most popular styles, all available to shop at END.

REPRESENT REPTOR SNEAKER: The perfect distillation of Represent’s luxury streetwear aesthetics, the Reptor Sneaker combines elements from basketball styles of the high-flying ‘80s and chunky skate shoes from the ‘90s. A mainstay no matter the season, they’re available in a handful of different colours and textures and serve as a true all-rounder in any rotation.

REPRESENT INITIAL SNEAKER: Making its arrival as 2024 came to a close, the Represent Initial Sneaker is all about rich textures, clean lines and embossed details. Part of the wider ‘Initial Collection’, it centres simplicity and muted hues to let the premium craftsmanship do all the talking.

REPRESENT VIRTUS SNEAKER: Inspired by retro skate shoes, the Represent Virtus Sneaker is a low-profile classic. Check out the retro-reworked edition designed in collaboration with END., harnessing 80s and 90s pop culture as its design language.

REPRESENT BULLY SNEAKER: The Represent Bully Sneaker is the brand’s chunkiest sneaker to date. Sporting a multi-dimensional build with a blend of mesh and a leather exoskeleton, it displays the famed skate styles of the 90s through a distinctly Represent lens. 

What is Represent Blanks?

Represent Blanks is all about low-key luxury—high-quality hoodies, tees, and sweatpants with barely-there branding. It’s those essential staples that fit seamlessly into any everyday lineup, keeping things clean, simple, and pared-back. It’s a premium blank canvas—perfect as it is or ready to take on your own spin.

Do Represent Make Women's Clothing?

Although primarily a menswear brand, Represent caters to the girls, too. The popular Owners Club range is designed to be worn by everyone, with its signature slightly oversized cut offering the perfect fit for women.

The Represent 247 x Puma collaboration also marked the introduction of the very first exclusive womenswear pieces, designed for getting active in comfort and style. 

Represent are also continuing their stampede into womenswear with a debut mainline collection, bringing clean lines, bold graphics, and considered details for the modern Represent woman. Check out the new chapter for women, available to shop at END.

REPRESENT CARE AND FIT GUIDE

Buying your first Represent piece? Use our handy size guide to make sure you pick the perfect fit. And don’t forget about aftercare—we’ll walk you through how to wash and care for your Represent clothing, so they stay looking fresh for the long run.

How does Represent fit? 

As a general rule, Represent pieces follow the standard streetwear blueprint and fit slightly oversized—especially men’s hoodies, tees and sweats. Cuts tend to be wide and boxy, so you don’t need to worry about anything fitting too long.

We’d always recommend taking your normal size, but if you’re someone who prefers a more regular fit you can equally opt for a size down.

How to wash a Represent T-Shirt

The brand recommends you wash your Represent T-Shirts on a standard 30 degree wash. To keep any printed details looking fresh, it’s best to turn the tee inside out, too. The same applies for men’s jeans, shirts and hoodies.

REPRESENT STYLING GUIDE

Need a hand styling Represent? We’re here to help. Whether you’re new to the brand or you’re looking for ways to refresh your looks, try these tips to wear Represent your way. 

What is Represent’s Core Aesthetic?

Before diving into styling, it’s important to grasp the essence of Represent. At its core, the brand blends the raw energy of streetwear with the refinement of luxury fashion. But what does that actually look like?

Represent takes the vertebrae of streetwear—baggy fits, bold graphics and logo detailing—and weaves in high-fashion elements like clean lines, minimalist silhouettes, and tailored finishes.

Represent’s aesthetic is a fusion of influences, pulling from LA’s laid-back cool, vintage Americana, classic athletic wear, and heavy metal attitude. You’ll find references to retro varsity jackets, old-school sportswear, and faded band tees, all reimagined through Represent’s unique lens. Nostalgia, modernity and a touch of edge—it’s the perfect storm.

How to style Represent: Layering & Colour

Represent’s colour palette often leans toward neutral and muted tones, making it perfect for monochrome outfits. Stick to a single colour family—think all-black, greyscale, or earthy tones—for a clean, refined look. Mixing textures like heavyweight cotton, leather, and wool adds depth to an otherwise simple fit.

If monochrome isn’t your thing, tonal layering is a great way to add contrast to an outfit while keeping it cohesive. Layer different shades of the same colour—for example, a sand-colored hoodie with beige cargos and an off-white jacket—for a soft, put-together feel.

How to Style oversized Represent Clothing

Represent’s bestsellers come in an oversized fit—so if you usually opt for more fitted clothing, graduating to new silhouettes can feel a little daunting. But don’t fear: Represent’s expert tailoring means you can build up layers of baggy jeans, boxy tees and cropped varsity jackets without looking like you’re drowning in the garments. Our advice? Be bold. Going oversized from head to toe is the best way to tick all the boxes if the perfect streetwear look is your goal. Or, if you’re aiming for something a little more refined, try mixing up juxtaposing sizes for a dimensional look—your wide fit Represent trousers will look great with a slim fit vest, for example. 

How to style a graphic Represent Hoodie or T-Shirt

A Represent graphic hoodie isn’t just a comfy essential—it’s a statement piece that can work for any occasion. The trick is all in the styling. Want to keep it clean? Layer it under a varsity, leather, or puffer jacket and pair it with tailored pants and fresh white sneakers. Feeling laid-back? Go for baggy or cargo jeans for that effortless, everyday vibe. If athleisure’s more your thing, joggers and chunky sneakers will do the trick. However you wear it, a Represent graphic piece nails it every time.

REPRESENT COLLABORATIONS AND PARTNERSHIPS

In the world of contemporary streetwear, collaboration is king—and Represent has had more than its fair share of exciting, conceptual and wildly coveted partner collections.

Represent x Oasis

With the stadium anthems of the Gallagher brothers serving as the backing track to the Heaton brother’s formative years, a Represent collaboration with Oasis just makes sense. Years in the making, this iconic 10-piece collaborative capsule was born from a long-held ambition to connect with Manchester’s finest musical export. Coinciding with the 30th anniversary of the brand’s debut album ‘Definitely Maybe’, you’ll find men’s tees and hoodies that marry the design language of Owners Club with ‘Live Forever’ inspired graphics, including original ‘90s images of Liam and Noel shot by photographer Kevin Cummins. It’s a collection that feels authentic, relevant, and most importantly, close to home.

Represent x Belstaff

It doesn’t get more British than Belstaff. Represent takes a deep-dive into the cult-heritage brand’s archives to bring its contemporary fits, fabrics and graphics to some classic motorcycle pieces. The campaign was shot at high speeds in the saddle, modelling the race-ready pieces that make up the capsule in their natural habitat. Whether it's a leather biker jacket, utilitarian-styled trousers, or a checkered flag knit, this high-octane collaboration puts the very best of British tradition and innovation on show.

Represent 247 x Puma

The first collaborative endeavour for 247, Puma brings its industry-leading expertise to Represent’s luxury aesthetics. Built with pillars of high performance, versatility and best-in-class engineering, this exclusive collection welcomes in men’s and women’s apparel, alongside the speed-orientated Deviate Nitro 3 Elite running trainer in 247’s neutral palette. 

Represent x END. 

Longtime collaborators, Represent and END. bring new concepts to the table on every link-up.

AW24 saw a 12-piece capsule inspired by the grungey, slouchy and distressed styling observed broadly in American popular culture, more specifically in the cult High School movies of the ‘80s and ‘90s like The Breakfast Club. Transporting the aesthetics of vintage Americana firmly into the contemporary, distressed denim, weathered washes and collegiate-inspired graphics dominate throughout.

To celebrate END.’s 20th anniversary in 2025, the pair reunite under the ‘Platinum & Emerald’ concept, bringing a dark, moody palette and shiny textured graphics to active-minded 247 essentials. This 9-piece capsule welcomes men’s shorts, hoodies, tees, and tanks into an already stacked collaborative repertoire, joined by a technical jacket and a cap to complete the look. The custom co-branded graphics offer up a “metal-core” aesthetic, drawing parallels with the extreme conditions that 247 is built to withstand.

WHICH BRANDS ARE SIMILAR TO REPRESENT? 

If you love Represent and want to find similar brands to build up your wardrobe, we’ll run you through some alternatives—all available to buy at END.

Cole Buxton

Cole Buxton stands alongside Represent at the vanguard of luxury streetwear, giving an elevated, streetwear-informed take on athletic essentials. The perfect pairing to Represent’s skate, music and culture inspired pieces, Cole Buxton offers a slightly more minimalist approach with the aesthetics of vintage sportswear taking centre stage. Positioned as purveyors of contemporary staples and built up from the ground by passionate founders, these two brands are treading similar paths—and you’ll want to join both for the ride. 

Fear of God ESSENTIALS

If you’re a fan of Represent’s Owner’s Club collection, chances are Fear of God ESSENTIALS will be the perfect fit for you, too. Jerry Lorenzo’s label delivers minimalist jersey staples, inspired by vintage sportswear and emblazoned with that instantly-recognisable logo lettering that stirred up a storm in the streetwear world from day dot. Find ESSENTIALS tees, sweats and hoodies for men in fifty shades of neutral in our men’s collection, and see the hype for yourself.

Rhude

Represent often looks stateside for inspiration, so it’s no wonder we can see some stylistic parallels with LA-native brand Rhude. Offering contemporary streetwear classics with standout graphics and premium materials, Rhude is the brand to go to if you’re looking for a premium investment piece. Expect vintage Americana style varsity jackets, printed silk shirts and graphic logo tees with LA’s laid-back spirit. Interested? Shop Rhude for men 

Daily Paper

Built upon a love for music, culture and art, Daily Paper shares similar roots with Represent and offers equally cool streetwear pieces. Based in Amsterdam, it captures the spirit of youth culture but with a distinct focus on the richness of African culture.
                                                                                                                                                           

WHAT’S NEXT FOR REPRESENT?

If the past decade has proven anything, it’s that Represent isn’t slowing down. With each collection, the brand refines its vision—pushing the boundaries of luxury streetwear while staying anchored to its Manchester roots. More collaborations, more global pop-ups, and even more cult-favourite releases are on the horizon. Whether it’s through high-performance activewear, vintage-inspired leisurewear, or the next game-changing sneaker, Represent is set to keep defining the space it helped create.