Hardly any other streetwear brand is as well known worldwide as represent, which was able to realize itself through hard work. Here is your story!
The birth of represent
The Repreent brand started as a college project from the Founder George Heaton. He quickly noticed that he can sell his art in the form of graphics on clothing.
In 2011 he started buying his blanks at flea markets and second -hand shops and then designing and printing his first clothes with the help of screen printing. George created the fire name when he accidentally wrote 15 words on a sheet of paper and landed at "Represent" - "Represent" was born!
The vision of George Heaton
In 2012 the first professionally produced T-shirt Released and sold at a domestic festival. There he had the marketing idea to give a band his things and with a little luck the musicians had his fire on their performance. Without any sources of income, let alone marketing budget was an enormous boost for the young clothing brand represent. The online shop was slowly running and soon a well -known retailer wanted to exhibit her things in her shop in the united kingdom.
The following year was a gamuchanger for the little fire - the FW13 Season "Ghost" perfectly caught the Black Fashion Zeitgeist and went on sale with long, flowing clothes and skinny jeans. The complete collection was so well received that the press praised the fire into the sky - right.
The streetwear market was conquered.
The chance was perceived by Represent
George and his brother Mike still work in her family's shed at the time and started working on the next collection like crazy after the huge success. In order to get more control over the cuts and general production, they invested in their own industrial machines and were therefore able to let their creativity run wild-the brand is now much more than just logo shirts, Mike and George are invested, the new level too to reach.
They wanted to stand out from all other streetwear brands.
In 2015, the "Storm" collection came, the most complex campaign with various locations such as Iceland - the volcanic island backdrop harmonized perfectly with the core idea of the collection and for the first time shoes were designed.
From the island into the world
The following year, the gas was really accelerated - the first runway show was presented in front of 100 people in Paris, then the brothers were able to pull the celebrity on their side with Justin Bieber, who can change everything. After a long negotiation, Justin sponsored represent fits for the rest of his Great Britain tour. We write the same year: pop-ups in London and New York, shootings in Las Vegas and another catwalk in Paris. The Dusk Boot, the Alpha V2 and Heaton sunglasses brought the fire to the front.
At that time there were even more fashion shows, even in New York and Milan, with even more visitors and of course higher expectations. The brothers themselves say that 2017 was a year full of incredible memories and that growth increased unprecedented.
Find new ways
It was clear to the represent brothers that they had to change something. They lagged behind in production and absolutely wanted to improve the buyer experience - but that was not exactly what was not possible in the United Kingdoms. So the represent founders looked around all over Europe and found it in Portugal. With the production of logo prints, shoes, pants and T-shirts of the factory, the CEOs were so satisfied that they were able to deliver the latest collection. The representatives even said that the change was exhausting, but a necessity.
Upheaval at represent
In 2019, the brothers decided to miss the fashion Week and concentrate on the online and Instore sales. They also want to publish the represent collections according to their own planning and do not bind themselves to their 2 drops per year - have good clothes. This year the celebrity marketing went through the ceiling, with celebrities like 21 Savage or Meek Mill, the British came to America and conquer the market with their T-shirts and hoodies. The year was ended with a machine Gun Kelly X Represent Capsule Collection, which was sold out within 10 seconds.
The pandemic year and unexpected twists
Before the outbreak of the Coronavirus, the shooting was straight on the start, but it was quickly made a stroke. The represent team has increasingly specialized in online trading or direct sale to customers and did everything to comply with the delivery periods. The hoodies and T-shirts were already perfected and ready to be delivered at the time. At the time, the camp was also converted into a studio and office, as the team behind the fashion brand Rewresent needed a place to develop creatively. This resulted in e.g. The Reptor sneaker who was recognized by the GQ Magazin as a sneaker of the year, plus a vintage rock T-shirt that went around the world. In addition, the represent blank series was introduced, which offers a number of minimalist luxury clothing with a perfect fit. The 247 pants were also created during pandemic and so you can say that the team thrown together in the new office harmonized very well. The represent designers have created a whole new collection consisting of hoodies, T-shirts and accessories on the success of the 247 pants.
The new age at represent begins
In 2021, the fire website was completely revised and offers the buyer super features such as improved navigation and new viewing options. The 3 pillars of represent were born among the categories of Mainline, which changes again and again, the 247 fire, which is limited to Activewear and represent Blanks, which, as the name suggests, consists of bare hoodies and t-shirts.
