Latest news with #GeorgeHeaton
Fashion United
08-07-2025
- Business
- Fashion United
Represent unveils first look at London flagship ahead of opening
British luxury streetwear brand Represent is adding to its store portfolio, which includes Manchester in the UK and Los Angeles in the US, with a flagship store in London at 135-141 Wardour Street on July 12. The store spans 5,000 square feet across two floors and will showcase the brand's Represent Mainline brand, signature performance wear line 247 by Represent, Represent Woman, and its band collaborations with Oasis, Guns N' Roses and Iron Maiden. A 'sizeable proportion' of the store will be dedicated to its 247 performance line, which it states has experienced "significant growth in the last few years'. The sub-brand, which this year expanded to include 247 Woman, is now the fastest-growing arm of the Represent business. Its sales have risen by 75 percent since January, following years of continued growth, and it now accounts for 25 percent of the overall Represent business. Represent London flagship at 135-141 Wardour Street Credits: Represent Paul Spencer, chief executive of Represent, said in a statement: 'We have global ambition at Represent and we recognise London's significance as a global fashion capital. Opening our London store strengthens our positioning as a premium British brand. This flagship opening is a statement of intent. Our long-term vision is to build a brand that goes beyond product and connects through culture, community and lifestyle; which is why physical stores are so important. Along with Manchester and LA, it also acts as a blueprint for international expansion that can hopefully shape future openings in other major cities across the world.' Represent London flagship at 135-141 Wardour Street Credits: Represent Represent's London flagship to include 'Owners Club Cafe' The London store will also debut Represent's 'Owners Club Cafe,' an exclusive 550 square foot concept featuring a state-of-the-art Modbar set-up to serve speciality single-origin coffee roasted in collaboration with London's Plot Roasting with a menu drawing inspiration from Los Angeles' cafe culture, offering nitro cold brew, cream-top cold brew, and matcha. The cafe will also debut a Mango Protein 247 bottled smoothie and a selection of pastries from East London's Rinkoffs Bakery. Represent London flagship at 135-141 Wardour Street Credits: Represent George Heaton, founder and creative director of Represent, added: 'Opening a London flagship is monumental. A dream of ours as young designers growing into the industry was always to open a store in the capital, and we wanted to save that moment until we could do it with full intention that really defines who and what we are as a brand. Represent London shows the brand's constant progression and the elevation over the past 14 years has been a considered steady growth with key defining moments that prove ourselves becoming a legacy. 'Represent is here to stay, and a physical store marks the proof. Being able to have that product in front of our consumers builds so much more loyalty and love for the brand. People are able to come here and sense us; from the scent of our fragrance, to the drinks on our cafe menu and of course, to see the quality of our product.' To mark the London flagship opening, Represent is launching an exclusive collection available in-store only, featuring limited-edition 'London Store' T-shirts and hoodies, alongside a football shirt. The brand is also adding a capsule collection of 'Owners Club Cafe' merchandise, featuring hoodies, T-shirts, caps, and homeware, available exclusively at the cafe. Represent London flagship at 135-141 Wardour Street Credits: Represent
Fashion Network
07-07-2025
- Business
- Fashion Network
Represent opens ambitious London flagship with product exclusives and cafe
Represent's much-anticipated London flagship complete with in-store cafe has finally opened at 135-141 Wardour Street, an increasingly popular shopping thoroughfare off Oxford Street and in the Soho neighbourhood. It's only the third standalone store for the brand, following its physical debut in Los Angeles in March last year and its second opening in Manchester last October. The new store covers 5,000 square feet across two floors with the company saying it will 'provide customers with a luxury bespoke shopping experience, showcasing the brand's most coveted collections'. These include Represent Mainline, plus its performance line 247 by Represent, as well as Represent Woman, and its band collaborations with Oasis, Guns N' Roses, and Iron Maiden. A large part of the store has been dedicated to the 247 offer with the performance line 'experiencing significant growth in the last few years'. In fact, with it expanded this year to include 247 Woman, it's 'now the fastest-growing arm of the Represent business'. Its sales have rise by 75% since January alone and it now accounts for 25% of the overall Represent business, we're told. Represent is also launching an exclusive collection available in-store only, featuring limited-edition London Store T-shirts and hoodies available in Jet Black and Flat White, and a London Store football shirt in Mid Brown. Alongside this, the brand will also launch a capsule of Owners Club Cafe merchandise, featuring hoodies, tees, caps, and homeware, available exclusively at the cafe. The Owners Club Cafe itself is exclusive to the London store. It's a 550 square foot destination 'dedicated to coffee, matcha and community'. It features a 'state-of-the-art' Modbar setup to serve specialty single-origin coffee roasted in collaboration with London's Plot Roasting. The Owners Club Cafe menu draws inspiration from Los Angeles' cafe culture. As for the store location, we've already mentioned that it's becoming an ever-more-popular shopping area and neighbouring stores include Supreme, Palace, Aimé Leon Dore, AMI, JW Anderson, and Stone Island. Soho also offers the kind of cultural-creative-community vibe not necessarily found on traditionally dominant shopping thoroughfares like Oxford Street or Regent Street. Co-founder/creative director George Heaton said: 'Opening a London flagship is monumental. A dream of ours as young designers growing into the industry was always to open a store in the capital, and we wanted to save that moment until we could do it with full intention that really defines who and what we are as a brand. Represent is here to stay, and a physical store marks the proof.' And his fellow co-founder/creative director, Mike Heaton, added: 'Planting our flag on one of the world's most iconic retail stages — it really doesn't get much better than this. This space isn't just bricks and mortar; it's a symbol of everything we've worked for. This milestone reflects years of dedication and the journey of building a brand from the ground up.' Meanwhile CEO Paul Spencer said the company has 'global ambition and we recognise London's significance as a global fashion capital. Opening our London store strengthens our positioning as a premium British brand. This flagship opening is a statement of intent. Our long-term vision is to build a brand that goes beyond product and connects through culture, community and lifestyle; which is why physical stores are so important. Along with Manchester and LA, it also acts as a blueprint for international expansion that can hopefully shape future openings in other major cities across the world.'
Fashion Network
07-07-2025
- Business
- Fashion Network
Represent opens ambitious London flagship with product exclusives and cafe
Represent's much-anticipated London flagship complete with in-store cafe has finally opened at 135-141 Wardour Street, an increasingly popular shopping thoroughfare off Oxford Street and in the Soho neighbourhood. It's only the third standalone store for the brand, following its physical debut in Los Angeles in March last year and its second opening in Manchester last October. The new store covers 5,000 square feet across two floors with the company saying it will 'provide customers with a luxury bespoke shopping experience, showcasing the brand's most coveted collections'. These include Represent Mainline, plus its performance line 247 by Represent, as well as Represent Woman, and its band collaborations with Oasis, Guns N' Roses, and Iron Maiden. A large part of the store has been dedicated to the 247 offer with the performance line 'experiencing significant growth in the last few years'. In fact, with it expanded this year to include 247 Woman, it's 'now the fastest-growing arm of the Represent business'. Its sales have rise by 75% since January alone and it now accounts for 25% of the overall Represent business, we're told. Represent is also launching an exclusive collection available in-store only, featuring limited-edition London Store T-shirts and hoodies available in Jet Black and Flat White, and a London Store football shirt in Mid Brown. Alongside this, the brand will also launch a capsule of Owners Club Cafe merchandise, featuring hoodies, tees, caps, and homeware, available exclusively at the cafe. The Owners Club Cafe itself is exclusive to the London store. It's a 550 square foot destination 'dedicated to coffee, matcha and community'. It features a 'state-of-the-art' Modbar setup to serve specialty single-origin coffee roasted in collaboration with London's Plot Roasting. The Owners Club Cafe menu draws inspiration from Los Angeles' cafe culture. As for the store location, we've already mentioned that it's becoming an ever-more-popular shopping area and neighbouring stores include Supreme, Palace, Aimé Leon Dore, AMI, JW Anderson, and Stone Island. Soho also offers the kind of cultural-creative-community vibe not necessarily found on traditionally dominant shopping thoroughfares like Oxford Street or Regent Street. Co-founder/creative director George Heaton said: 'Opening a London flagship is monumental. A dream of ours as young designers growing into the industry was always to open a store in the capital, and we wanted to save that moment until we could do it with full intention that really defines who and what we are as a brand. Represent is here to stay, and a physical store marks the proof.' And his fellow co-founder/creative director, Mike Heaton, added: 'Planting our flag on one of the world's most iconic retail stages — it really doesn't get much better than this. This space isn't just bricks and mortar; it's a symbol of everything we've worked for. This milestone reflects years of dedication and the journey of building a brand from the ground up.' Meanwhile CEO Paul Spencer said the company has 'global ambition and we recognise London's significance as a global fashion capital. Opening our London store strengthens our positioning as a premium British brand. This flagship opening is a statement of intent. Our long-term vision is to build a brand that goes beyond product and connects through culture, community and lifestyle; which is why physical stores are so important. Along with Manchester and LA, it also acts as a blueprint for international expansion that can hopefully shape future openings in other major cities across the world.'
Fashion Network
07-07-2025
- Business
- Fashion Network
Represent opens ambitious London flagship with product exclusives and cafe
Represent's much-anticipated London flagship complete with in-store cafe has finally opened at 135-141 Wardour Street, an increasingly popular shopping thoroughfare off Oxford Street and in the Soho neighbourhood. It's only the third standalone store for the brand, following its physical debut in Los Angeles in March last year and its second opening in Manchester last October. The new store covers 5,000 square feet across two floors with the company saying it will 'provide customers with a luxury bespoke shopping experience, showcasing the brand's most coveted collections'. These include Represent Mainline, plus its performance line 247 by Represent, as well as Represent Woman, and its band collaborations with Oasis, Guns N' Roses, and Iron Maiden. A large part of the store has been dedicated to the 247 offer with the performance line 'experiencing significant growth in the last few years'. In fact, with it expanded this year to include 247 Woman, it's 'now the fastest-growing arm of the Represent business'. Its sales have rise by 75% since January alone and it now accounts for 25% of the overall Represent business, we're told. Represent is also launching an exclusive collection available in-store only, featuring limited-edition London Store T-shirts and hoodies available in Jet Black and Flat White, and a London Store football shirt in Mid Brown. Alongside this, the brand will also launch a capsule of Owners Club Cafe merchandise, featuring hoodies, tees, caps, and homeware, available exclusively at the cafe. The Owners Club Cafe itself is exclusive to the London store. It's a 550 square foot destination 'dedicated to coffee, matcha and community'. It features a 'state-of-the-art' Modbar setup to serve specialty single-origin coffee roasted in collaboration with London's Plot Roasting. The Owners Club Cafe menu draws inspiration from Los Angeles' cafe culture. As for the store location, we've already mentioned that it's becoming an ever-more-popular shopping area and neighbouring stores include Supreme, Palace, Aimé Leon Dore, AMI, JW Anderson, and Stone Island. Soho also offers the kind of cultural-creative-community vibe not necessarily found on traditionally dominant shopping thoroughfares like Oxford Street or Regent Street. Co-founder/creative director George Heaton said: 'Opening a London flagship is monumental. A dream of ours as young designers growing into the industry was always to open a store in the capital, and we wanted to save that moment until we could do it with full intention that really defines who and what we are as a brand. Represent is here to stay, and a physical store marks the proof.' And his fellow co-founder/creative director, Mike Heaton, added: 'Planting our flag on one of the world's most iconic retail stages — it really doesn't get much better than this. This space isn't just bricks and mortar; it's a symbol of everything we've worked for. This milestone reflects years of dedication and the journey of building a brand from the ground up.' Meanwhile CEO Paul Spencer said the company has 'global ambition and we recognise London's significance as a global fashion capital. Opening our London store strengthens our positioning as a premium British brand. This flagship opening is a statement of intent. Our long-term vision is to build a brand that goes beyond product and connects through culture, community and lifestyle; which is why physical stores are so important. Along with Manchester and LA, it also acts as a blueprint for international expansion that can hopefully shape future openings in other major cities across the world.'
Fashion Network
27-06-2025
- Entertainment
- Fashion Network
Hunter and Represent get together on streetwear-meets-Americana collab
July 2 will see the debut of an interesting collab between two British premium-luxury names with Represent's latest link-up being with heritage brand Hunter. And it's interesting not only because of the two names getting together but also stylistically. Their new mini collection 'blends British tradition with American influence, tapping into Represent's vision to bring a fresh, Americana-inspired edge to the brand's UK streetwear roots'. The collection 'explores Western iconography, focusing on the cowboy boot which has been reimagined onto Hunter's iconic Original Wellington Boot silhouette'. The capsule features two exclusive boot styles — the OG Short Boot and Play Short Boot — 'which draw inspiration from the classic Western aesthetic, redesigning Hunter's Original Wellington with a cut top line, distressed detailing and 3D embossed textures to echo the silhouette and decorative stitching seen on vintage cowboy boots'. But true to Hunter's heritage, both styles are made from 100% rubber. They're available in traditional black and dark brown colourways in unisex sizing. As Represent is involved, there's apparel too with a curated range of co-branded 100% cotton T-shirts and hoodies, with a washed finish 'to give the collection a faded vintage look'. Plus there are accessories, such as a baseball cap and bandana decorated with Western iconography. The range features a unified emblem blending the Hunter logo with Represent's signature 'R' initial. Matthew Salter, executive VP, Partnership – Marketing at Hunter's owner Authentic, said: 'By blending British heritage with an Americana edge, this collection speaks directly to a new generation of style-conscious consumers.' And Represent creative chief and founder George Heaton added: 'A year ago I moved to Los Angeles, California to build the brand from the ground up over here, and as a concept we're digging into American history through design and details. What if British Classics met Americana on a Hunter boot? This is probably my favourite collaboration idea in our history, because it was so natural and didn't come as a pitch or a conversation, it was simply an artistic idea on an existing silhouette.'
