REPRESENT has launched its highly anticipated Fall/Winter 2024 collection, titled “Godspeed.” This collection marks a significant evolution in the brand’s style, skillfully merging contemporary silhouettes with classic vintage fabrics and tones. Btw you can catch the collection at Harvey Nichols who are an official stockist of the Represent Brand and hold an extensive range both instore and out, we have a recent store tour video with them which we will highlight below.
“Godspeed” highlights REPRESENT’s dedication to both craftsmanship and innovation. The collection features a meticulously curated selection of ready-to-wear pieces, distinguished by muted colour palettes, striking washes, and distressed details. This blend of modern design with timeless elements reflects the brand’s ongoing commitment to redefining fashion.
Founding and UK Roots: REPRESENT was founded in 2012 by brothers George and Mike Heaton in Manchester, UK. The brand emerged from a desire to create high-quality, stylish streetwear that combined contemporary design with a nod to classic influences. Initially starting as a small-scale venture, REPRESENT quickly garnered attention for its distinctive aesthetic and commitment to craftsmanship.
Evolution and Growth: The brand initially focused on producing a range of streetwear essentials, including hoodies, t-shirts, and denim. Its reputation for attention to detail, premium materials, and innovative designs helped it stand out in the competitive streetwear market. Over the years, REPRESENT expanded its offerings to include a wider range of ready-to-wear clothing and accessories, establishing itself as a significant player in the fashion industry.
UK Influence: REPRESENT’s roots in Manchester, a city known for its rich cultural and musical heritage, heavily influenced the brand’s style. The brand embodies the gritty, rebellious spirit of the UK’s street culture while incorporating modern and refined elements.
Founders: George and Mike Heaton, the co-founders of REPRESENT, played a crucial role in shaping the brand’s identity. Their vision and dedication to producing high-quality, fashionable streetwear have been central to the brand’s success and continued growth.
Back in July 2024, Manchester Arndale proudly announced a 10-year lease agreement with the rapidly expanding British streetwear brand Represent. This lease marks Represent’s debut of a permanent retail store outside London.
The luxury fashion label has selected a 5,419 sq ft unit on New Cathedral Street, directly opposite Manchester Arndale.
Founded in 2011 by Greater Manchester natives George and Mike Heaton, Represent draws inspiration from retro Mancunian designs. Their collections of T-shirts, hoodies, and trainers are frequently featured in top fashion hubs such as New York and Milan.
With a bespoke store in West Hollywood and a forthcoming location in London’s Soho, Represent has collaborated with numerous celebrities, including Manchester’s own Liam Gallagher. The new Manchester store will be their first permanent space outside London, following several successful pop-up activations in both cities.
Scheduled to open this Autumn, the Represent store will offer a bespoke luxury shopping experience, complete with personalized appointments and tailored recommendations.
George Heaton, Creative Director and Founder of Represent, commented: “We are thrilled to open our first UK retail store in Manchester, our hometown. This new location represents a significant milestone for us. After spending the past three years meticulously planning our physical retail presence and refining our brand’s sensory experience in collaboration with partners like Selfridges and Harrods, we’re excited to bring this vision to life here. The new store perfectly captures the essence of Represent, reflecting the aesthetic and tactile qualities found in our Los Angeles location.”
Steve Gray, Head of European Retail Asset Management at Global Mutual, added: “We’re delighted that Represent has chosen New Cathedral Street for its first permanent site outside London, particularly given the brand’s roots in Greater Manchester. Both New Cathedral Street and Manchester Arndale are attracting strong interest from international brands seeking premium, well-situated retail spaces. Represent’s arrival enriches our fashion offering and reinforces our status as the premier fashion destination in the North West.”
M&G Real Estate and Global Mutual serve as joint asset managers for Manchester Arndale and New Cathedral Street, while Metis Real Estate and Time Retail Partners act as the center’s retained letting agents, with Green & Partners providing lease advisory services.
