Founder
Streetwear With Represent Founders George and Michael Heaton
Jemima Hunter
October 2, 2022
Meet George and Michael Heaton, the pair of entrepreneurs that founded ‘Represent’, the iconic unisex British streetwear brand in 2012, that is now stocked in over a hundred and fifty well-recognised retailers including Selfridges.
Whilst George was studying graphics, the pair used to print onto T-shirts in their spare time and sell them on. The more products they began selling, the quicker the brand evolved into a sophisticated streetwear style. Without a plan to become a fully-fledged retailer, the pair became a reliable brand that more people wanted, which was when they decided to follow their passion full time.
Represent holds several personable traits that’s influenced in the designs including a rebellious streak and a free-spirited skater style matched with smart tailored qualities.
‘As a creative, demand for your design is really humbling. Without doubt, it is the best feeling you can get.’
With collections selling out repeatedly and strutting down London Fashion Week runways, the Heaton brothers are filling the gap with what’s missing in the UK street market with their high-end streetwear label. With George handling the business side of the brand and Michael ensuring the creative aspect is up to scratch the pair play their strengths to ensure a balanced strong business is upheld.
‘The biggest lesson I’ve learnt has to be the importance of patience, and the importance of trial and error. Everything is a process, and every process tells a story. Each garment requires many hours to design, create and adjust before coming to life as a final piece.’
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