Represent, co-founded by George and Michael Heaton, has become one of the UK’s most fashionable clothing brands. Although initially expected to join their family’s minibus restoration business, the siblings charted a different path by creating along-lasting impact on streetwear.

Their father, who inherited the business from his father, had enlisted George and Michael to help out by cleaning buses and photographing sales stock during weekends and school breaks. George, now 31, shares his experience from Los Angeles, while Michael, 33, remains in their hometown of Horwich, near Manchester.

George recounts, “We really didn’t like it, but it was the family tradition that we [would run it] because grandad had passed it down. Mike and I were always very creative, so it just didn’t align with our interests. We tried everything to prove that this wasn’t our path.”

Launched in 2011 as an experimental streetwear brand, Represent quickly gained traction, beginning with small-scale T-shirt sales via Big Cartel. Today, it’s known for cutting-edge designs and collaborations with bands like Mötley Crüe and Metallica.

The brand’s top-selling items include Owners Club hoodies, available in 26 colors for £160, and T-shirts priced at £90, driving sales to £80.8 million in 2023, with a workforce of 107.

Represent opened its first physical store in Los Angeles this March, with plans for a Manchester store later this year and another in London by early 2025.

Despite living on opposite sides of the Atlantic, George cherishes memories of growing up inseparably in Bolton with his brother. “I was very inspired by Mike, who was two years older. Whatever classes he took, I wanted to do the same,” said George.

Following American West Coast streetwear inspired by rock music and skateboarding, the brothers adopted a distinct style, avoiding the tracksuits and shaved heads prominent among their peers.

During his design studies at Runshaw College in Bolton, George conceived the idea of starting his own clothing brand. “I thought, ‘Let’s put some graphics on a T-shirt and see if I can sell it to friends. We’ll create a British version of what’s happening on the West Coast.'”

George launched a Big Cartel shop with £10 and invested £150 in 25 T-shirts, designed by Michael and printed by George. These were quickly sold to friends, laying the foundation for Represent’s growth.

While juggling his graphic design degree at Salford University, George reinvested profits, expanding from an initial 25 T-shirts to 50, and then to 100. The brand’s reputation grew through word-of-mouth and social media, gaining a significant boost when Rizzle Kicks wore Represent caps in 2013.

By 2014, after completing university, the brothers’ father was convinced of Represent’s potential and lent them £6,000 to produce 200 wax-leather jackets in Birmingham.

George credits his father with instilling business acumen, emphasizing cost-efficiency and supplier negotiation.

In 2022, Represent boasted pre-tax profits of £9 million on £48.4 million in sales. Key talent like James Gullick, who joined in 2015, played a crucial role in shaping the brand’s iconic oversized silhouettes.

Moving production from the UK to Portugal in 2019 was a challenging but necessary decision. “Making clothes in the UK was slow and ate into our margins,” said George.

Even in 2021, Represent operated with only 15 employees. In 2022, Paul Spencer, former head of Puma in the UK, joined as CEO to handle commercial strategy, allowing George to focus on product development.

Spencer shifted towards regular product drops and bolstered wholesale efforts, with premium retailers like Harvey Nichols and Neiman Marcus contributing 30% to sales. The remaining 70% came from the brand’s website.

George’s move to LA supports a growing US market, contributing 20% to Represent’s turnover. The UK maintains 50%, Europe 25%, with the rest from Asia and Australia.

George anticipates the autumn opening of Represent’s 5,419 sq ft flagship store in Manchester. “We always wanted to open in Manchester but needed the right location,” he said. “Being part of the community and showcasing our story is crucial because consumers seek more than just buying clothes online; they want to connect with the brand.”

Adapting to social media wasn’t easy for George, but he eventually embraced it. “I couldn’t stand listening to myself for years,” he admitted. “But meeting our consumers and gaining confidence with the brand helped.”

High five

My hero… Virgil Abloh [the American fashion designer]. What Virgil did for fashion, streetwear, and luxury—and how he combined those things—was groundbreaking. He changed the industry.

My best decision… hiring a CEO and creating our jersey collection, Owners Club. It’s our bestselling product since 2021 and has driven significant sales growth.

My worst decision… There have been many, but we fix them quickly. Not moving production to Portugal would have been a huge mistake.

Best business tip… Identify your weaknesses and bring in a management team to handle tasks you’re not proficient at. It can transform your business.