Represent Clothing — Official Store

From a Manchester garden shed to Selfridges, Harrods and Hollywood. This is Represent.

Welcome to the official Represent store. Shop the full range of Represent clothing — premium hoodies, jackets, T-shirts, sweatshirts, sweatpants, shorts, and the acclaimed 247 activewear line. Built in Britain. Worn worldwide.

The Brand That Started in a Garden Shed and Changed British Fashion

There is no cleaner origin story in British streetwear than Represent’s. In 2011, brothers George and Michael Heaton started screen-printing graphics onto blank T-shirts while George studied graphic design at the University of Salford in Manchester. They had no investors, no industry connections, and no retail experience. What they had was a shared understanding of what premium British streetwear should look like — and an absolute refusal to accept the gap between what existed and what they could create.

They launched from a garden shed in Horwich, Greater Manchester. Within a few years, that shed had grown into one of Britain’s most commercially significant fashion brands, with its collections placed in Selfridges, Harrods, and Harvey Nichols alongside a loyal global customer base that the brand built entirely through product quality and direct communication — never through traditional advertising.

By 2023, Represent reported revenues of £80.8 million, up from £48.4 million the previous year. The Sunday Times named it the 68th fastest-growing company in the UK. Flagship stores now operate in Manchester, London’s Soho neighbourhood, and West Hollywood, Los Angeles. The brand’s 247 performance activewear line — launched in 2020 — has since grown into a category that generates millions annually. Iron Maiden wore Represent. Kim Kardashian, Machine Gun Kelly, and Justin Bieber wore Represent before it was common knowledge to do so.

None of this happened accidentally. It happened because George and Michael Heaton made a decision early in the brand’s life to control every element of what made their clothing different — the custom fits, the fabric specifications, the silhouettes, the finishing details — and never compromise those standards for the sake of scaling faster. Represent clothing earns its price tag. Every piece sold here reflects that standard.

Shop the Full Represent Collection

Eight categories. One quality standard. Everything built on the foundation that two brothers created in Manchester over a decade ago.

Represent Hoodie

The Represent hoodie is the piece that most people encounter first — and the one they come back to buy again most frequently. Built with heavyweight cotton-fleece construction, premium garment-dyed finishes, and the kind of clean, considered proportion that comes from a brand that controls every detail of its own production. Available in the Owners Club collection and the 247 activewear range, with colourways and silhouettes that span from quiet neutrals to bold statement pieces.
→ Shop All Represent Hoodies

Represent Jacket

Outerwear that earns its position as the outer layer of the outfit. Represent jackets span brushed luxury constructions, insulated puffer designs, hooded training jackets from the 247 line, and contrast-stitch tailored options that move the brand into elevated territory beyond standard streetwear. Each jacket carries the construction quality and design precision that the brand built its reputation on.
→ Shop All Represent Jackets

Represent T-Shirt

The product that started Represent in a garden shed in 2011 remains one of the most compelling categories in the range today. Premium cotton constructions, bold graphic work produced by Michael Heaton’s design direction, and a range of silhouettes from fitted to oversized. The Represent T-shirt is simultaneously the most accessible entry point to the brand and a genuinely excellent garment in its own right.
→ Shop All Represent T-Shirts

Represent Sweatshirt

The crewneck sweatshirt in the Represent range occupies the layering space between the T-shirt and the hoodie — lighter and cleaner in silhouette, with the same quality construction and brand identity running through every piece. Works under any jacket in the range and over any T-shirt. The most versatile piece in the Represent catalogue for transitional seasons.
→ Shop All Represent Sweatshirts

Represent Sweatpants

Premium sweatpants from Represent are not loungewear upgraded with a logo. They are constructed garments — with intentional fits, quality waistband construction, precise taper and pocket specifications — that happen to be the most comfortable thing in a wardrobe that takes streetwear seriously. Available as standalone pieces and as coordinated sets with the hoodie and sweatshirt range.
→ Shop All Represent Sweatpants

Represent Shorts

Represent shorts extend the brand’s quality standard into the warmer-weather category without any reduction in construction or design integrity. Technical performance fabrics from the 247 line sit alongside premium casual constructions from the mainline range, giving the category genuine depth across different use cases and styling contexts.
→ Shop All Represent Shorts

Represent 247

The 247 line is Represent’s clearest statement about where premium streetwear and performance wear meet. Launched in 2020, 247 uses technical fabrics with natural moisture management and smart ventilation while maintaining the visual and construction standards of the mainline collection. The result is activewear that performs genuinely in athletic contexts and looks correct in every other context without any adjustment.
→ Shop Represent 247

Why Represent Leads the Premium Streetwear Market in the UK, US, and Netherlands

A Decade of Refusal to Cut Corners
When Represent moved production to Portugal in 2017 and 2018, the reason was not cost reduction — it was quality control. By manufacturing in Portugal, George and Michael Heaton gained direct oversight of every element of production: the custom fits, the fabric sourcing, the finishing details that the market at the time was happy to approximate. Represent was not happy to approximate. That decision, made when the brand was significantly smaller than it is today, is one of the primary reasons the product commands its price and delivers on that price point consistently.

Building a Community, Not Just a Customer Base
The Owners Club is not a loyalty programme in the standard retail sense. It is a genuine community structure that gives long-term Represent customers early access to collections, exclusive colourways, and direct engagement with the brand’s direction. The London Soho flagship includes the Owners Club Café — a physical space where the brand’s community can interact with the label beyond the transactional context of buying and wearing clothing. This is a brand that understands long-term customer relationships better than almost anyone in its category.

Cultural Credibility Without Cultural Manufacturing
Represent did not pay Kim Kardashian, Machine Gun Kelly, or Justin Bieber to wear their clothing. These individuals chose Represent — through their own stylists and their own taste — before the brand had the profile it carries today. That organic adoption by culturally significant figures is the result of the product being genuinely excellent, not of a PR budget large enough to ensure visible placement. Cultural credibility cannot be manufactured at any price. Represent earned it through the clothes.

A Global Vision Rooted in Manchester
Represent currently generates approximately 20% of total revenue from the United States — a market that George Heaton has identified as the primary growth focus, with the West Hollywood store serving as its physical anchor. In Europe, Amsterdam has been identified as the next major store location, reflecting the brand’s recognition of the Netherlands as a significant and growing market. The brand that started in Manchester now operates on three continents and ships to customers across more than 150 countries. The roots have not moved. The reach has become genuinely global.

New Arrivals — Latest Represent Drops

The Represent collection evolves through weekly drops — new product released consistently rather than in the large seasonal waves that traditional fashion brands operate on. This approach means there is always something new to discover, and it means the pieces that generate the most demand move quickly. The 2025 collection spans expanded 247 colourways, new outerwear silhouettes, fresh Owners Club graphic work by Michael Heaton, and the ongoing EngLAnd collection that bridges the brand’s Manchester roots with its Los Angeles presence. If you see a size, the recommendation is straightforward: act on it.

→ View All New Arrivals

Worldwide Shipping — UK, US, Netherlands & Beyond

United Kingdom
Orders dispatched within one to two business days. Standard UK delivery three to five business days. Express next-day options available. All major UK payment methods accepted including Visa, Mastercard, Apple Pay, PayPal, and Klarna.

United States
Represent ships directly to the US from our warehouse. Delivery typically seven to twelve business days. US dollar pricing available at checkout. The West Hollywood store is open for in-person shopping and collection.

Netherlands
Represent ships to the Netherlands with full tracking. Delivery typically five to ten business days from dispatch. Euro pricing available at checkout. Amsterdam is an active market for Represent — international shipping is available to all Dutch addresses.

Global
We ship to over 150 countries worldwide. Tracked shipping on all orders. All duties and taxes are calculated transparently at checkout — no hidden costs on delivery. Full returns accepted within 30 days of purchase on unworn, unwashed items in original condition.

Frequently Asked Questions

Q: Is representwear.com an official Represent store?

A: Yes. representwear.com is an official destination for authentic Represent clothing. Every item listed and sold on this site is genuine Represent — the same products available at Selfridges, Harrods, and Harvey Nichols.

Q: Who founded Represent?

A: Represent was founded in 2011 by brothers George and Michael Heaton from Manchester, England. George leads the business and product direction; Michael leads the creative and design direction. The brand started with George screen-printing T-shirts while studying graphic design at the University of Salford. It grew from a garden shed operation into a brand generating over £80 million in annual revenue.

Q: What is Represent 247?

A: Represent 247 is the brand’s performance activewear line, launched in 2020. It uses technical fabrics with moisture management and ventilation designed for active use — while maintaining the aesthetic standards of the mainline Represent collection. 247 pieces are designed to function in athletic settings and look correct in casual and streetwear contexts simultaneously.

Q: What sizes does Represent clothing come in?

A: Represent clothing is available in sizes XS through XL as standard, with selected styles available in XXL. Each product page includes detailed size guide measurements for chest, shoulder, and body length. Represent uses custom fits developed internally — sizing can vary between collections, so checking the specific product size guide before ordering is recommended.

Q: Do you ship to the Netherlands?

A: Yes. We ship to the Netherlands with full tracking. Euro pricing is available at checkout. Amsterdam is a significant market for Represent and orders typically arrive within five to ten business days from dispatch.

Q: What is the Owners Club?

A: The Owners Club is Represent’s customer community programme. Members receive early access to new drops, exclusive colourways not available to the general public, and engagement with the brand’s direction. The London Soho flagship store includes the Owners Club Café — a physical space dedicated to the Represent community. Sign up through the account registration on this site.

Q: How do I return or exchange a Represent item?

A: Returns and exchanges are accepted within 30 days of purchase. Items must be unworn, unwashed, and in original condition with all tags attached. Contact support@representwear.com with your order number to begin the process.

Q: Who wears Represent clothing?

A: Represent has been worn organically by Kim Kardashian, Machine Gun Kelly, Justin Bieber, and Hailey Bieber among many others — all before the brand had the profile it carries today. This organic adoption by culturally significant figures reflects the quality of the product rather than a PR strategy. Represent has also collaborated with Iron Maiden in a five-year partnership that produced the brand’s most complex project to date, celebrating 50 years of the band.