9 months ago
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Thirteen years ago in Manchester, England, brothers George and Mike Heaton launched fashion brand Represent online with a focus on graphic T-shirts catered to the local streetwear community. On March 30, they’ll open their first store in L.A., which they’ll follow up with a store in Manchester in the summer, followed by another store in London later this year. They plan to open two stores a year going forward.
One of the largest influencer-founded brands that has come out in the U.K., based on revenue, Represent counts Amiri and Fear of God as competitors. Represent did $100 million in revenue last year, up from $63 million in 2022, 70% of which was DTC. It has 150 global stockists, including Saks, Neiman Marcus and Nordstrom, where it sells its main collection and retailer-specific custom pieces. Along with a core line, it has an activewear line called 247, priced $50-$300.
“We’ve got such a long history and we’re a British brand, which is new [in L.A.],” said George Heaton. “Among the stylists and the people in fashion here, it’s a breath of fresh air compared to the [local] brands. A lot of L.A. brands look very similar, and they’re all using the same factories and the same fabrics. It’s repetitive.”
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English (US) ·