Manchester-born brand Represent, revered for its take on contemporary streetwear and luxury craftsmanship, is now venturing into uncharted territory: womenswear.
“Launching womenswear is something we’ve been toying with for five years, trying to determine the perfect moment,” says co-founder George Heaton, speaking on Zoom from his LA home. “The truth is, there’s never a perfect moment. But with the brand growing significantly over the past few years, the timing felt right.”
Represent’s meteoric rise is hard to ignore. Last June, it was named the 68th fastest-growing company in the UK by The Sunday Times, reporting a compound annual growth rate (CAGR) of 81.4 per cent since 2020. In 2023, annual turnover hit £81 million, with 2024 turnover forecasted to be £100 million, according to the brand (it’s yet to release 2024 earnings). What’s most intriguing, though, is around 20 per cent of their customer base are now women. “A lot of them are likely buying for their husbands or boyfriends, but we’ve seen a growing demand — especially in our social media DMs — for a womenswear line,” continues Heaton.
“Plus, our strategic partners such as End, Selfridges, Harvey Nichols and Flannels have constantly been requesting we do women’s,” adds Paul Spencer, the brand’s CEO.
