Represent is launching womenswear. Here’s why

Secret partnerships and events, including a Selfridges pop-up (releasing 10 February) and an LA activation, will serve as a launchpad for the upcoming line. “These occasions will provide us a clearer picture of that the Represent woman is and how she connects with the collection. This is everything about learning as we go. We’re not being available in with prejudgments; we’re allowing the item and the consumer overview us,” Heaton adds.

For that answer, the brand touched previous head of style at Topshop Toni Purdie. Her vision, incorporated with an all-female group of developers, with backgrounds at Stella McCartney, Acne Studios, Burberry and Topshop, has been fundamental in shaping the collection.

George and his brother Michael officially developed Represent as a restricted company in 2014, complying with three years operating out of their dad’s yard shed. Last October, Represent unveiled its first UK flagship in Manchester, a smooth 5,419-square-foot area that showcases not just their menswear collections however additionally burgeoning groups like footwear and Represent 247, the brand’s efficiency wear line (currently the fastest-growing part of the company).

The resulting core items, referred to as “day-to-day Symbols”, consist of black leather bomber coats with matching elasticated pants; grey jacket cotton gowns with ruched knot finishes and an unbalanced skirt hem; and logoless dotted diamond ecru hoodies, which are made to be “the sort of clothing that people observe”, she claims. “When you’re out, they’ll ask: ‘Where did you obtain that?’ Since it’s obtained that something additional about it.”

“We’ll take the exact same method that’s worked for menswear– organic and authentic. A lot of females currently involve with Represent with pop-ups, run clubs and social networks, so it has to do with increasing that to speak directly to them,” states Heaton.

From its earliest days, Represent has actually grown by growing a loyal, grassroots following. Whether through social media sites, intimate pop-ups, or community-driven events like run clubs connected to its Represent 247 line, the brand name has actually constantly focused on connecting with its target market in meaningful, tactile ways. That exact same strategy will guide the womenswear launch.

For their Selfridges activation, the females’s collection will certainly take over a key place on the 3rd floor of the London shop, with a shop-in-shop space showcasing the collection of core sweats and tees in addition to outerwear and functional divides. “Seeing British brand names like Represent construct from scratch, and afterwards being able to work with them to scale their business is exciting and a real priority for Selfridges,” says Bosse Myhr, supervisor of menswear, womenswear and childrenswear for Selfridges. “Womenswear is the right next action, Represent has a hyper-engaged neighborhood and the offer responds to what our client intends to see in-store.”

As for what’s following, expect accessories and performance wear in the near future, with a 247 females’s line set to release quickly. “There’s big capacity in footwear and bags, and we’re simply getting begun,” says Purdie.

Last October, Represent introduced its initial UK flagship in Manchester, a streamlined 5,419-square-foot area that showcases not simply their menswear collections however also burgeoning groups like footwear and Represent 247, the brand name’s efficiency wear line (presently the fastest-growing component of the company). With a mixed Instagram following of nearly 360,000 constructed along with the brand name (a refreshing choice from brand names birthed out of an influencer’s big following), the brothers have actually come to be strolling ambassadors for their own developments, specifically wearing Represent in every social media post. Whether with social media, intimate pop-ups, or community-driven events like run clubs connected to its Represent 247 line, the brand has continually focused on linking with its audience in significant, responsive means. “Seeing British brands like Represent develop from the ground up, and after that being able to function with them to scale their business is exciting and a real top priority for Selfridges,” claims Bosse Myhr, director of menswear, womenswear and childrenswear for Selfridges. “Womenswear is the ideal following step, Represent has a hyper-engaged community and the offer responds to what our customer wants to see in-store.”

The design procedure began with what matters the most: material. “Fabric was our beginning point– we invested in premium, lasting products to create items that feel extravagant yet attainable,” states Purdie. From buttery leathers to soft, draping cottons, produced in Portugal, Italy, Mauritius and Turkey, the materials mirror Represent’s commitment to creating long-lasting items that look like they really feel.

“Introducing womenswear is something we have actually been toying with for 5 years, attempting to determine the best minute,” claims co-founder George Heaton, talking on Zoom from his LA home. “The reality is, there’s never ever an excellent minute. However with the brand name expanding considerably over the past few years, the timing felt right.”

George and Michael are at the centre of it if Represent is an environment. With a mixed Instagram following of nearly 360,000 built alongside the brand name (a rejuvenating option from brands born out of an influencer’s big following), the siblings have come to be strolling ambassadors for their own productions, solely using Represent in every social networks message. Their aspirational-yet-grounded photo– whether on deluxe holidays, in boardrooms or leading fitness difficulties– uses a way of living that personifies the brand name’s ethos.

While this alignment between personal branding and brand principles has been essential to Stand for’s success so far, it’s something the Heaton siblings won’t have the ability to replicate as quickly with the womenswear line. It’s placed an enigma over exactly how to currently involve with influencers and celebrity skill progressing.

“It’s not like we checked womenswear for many years and handed Toni a strict brief,” Heaton flags. “We provided her complete innovative control to define that the Represent female is, and we’re building her up from there.” It’s a significant separation from the past, with the siblings helming the majority of clothes design until now. “Males and female do not compete with each various other, they rest alongside each various other,” says Heaton of the advancement. “I constantly describe it as yin and yang, they obtain aspects from each other, yet they’re not necessarily signed up with at the hip. They can live separately or they can live together.” This follows the playbook of numerous deluxe tags– from emerging players like Kiko Kostadinov to heritage residences like Dior– that run their guys’s and females’s tags as two distinctive brands with 2 distinct identifications.

“The Represent female is not about being frilly or overly womanly, neither is she seeking essentials. It’s about finding that side, the equilibrium between masculine and womanly,” explains Purdie. “She’s the kind of individual who values sustainability and long life, putting on the same item several times and styling it in various ways. Our pieces are versatile– by day, by night, or perhaps at the fitness center.”

Stand for’s speedy increase is hard to disregard. Last June, it was named the 68th fastest-growing business in the UK by The Sunday Times, reporting a compound yearly development price (CAGR) of 81.4 percent because 2020. In 2023, yearly turn over hit ₤ 81 million, with 2024 turnover forecasted to be ₤ 100 million, according to the brand (it’s yet to release 2024 revenues). What’s most intriguing, however, is around 20 percent of their client base are currently females. “A lot of them are likely acquiring for their sweethearts or spouses, however we’ve seen a growing demand– specifically in our social media DMs– for a womenswear line,” proceeds Heaton.

“We have actually never ever fired a campaign with a big face, which was something we thought about for womenswear,” states Heaton, who includes they ultimately chose not to. “We intend to allow the product speak for itself rather than the face promote the product, so we’re mosting likely to take that strategy for the first year.” He yields that could transform come Spring/Summer 2026.