Represent, the British Streetwear Label, Opens Very First Store

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Represent, the British Streetwear Label, Opens Very First Store
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Represent, the British luxury menswear label founded by the Heaton brothers, will open two stores later this year in England after Los Angeles.

In 2011, George Heaton realized he could make a living by selling his art in the form of graphic-enhanced T-shirts appealing to theFast-forward 13 years and Represent, helmed by Heaton and his brother Mike, has seen its annual revenues grow from $63 million in 2022 to $100 million one year later through aggressive online sales and pop-up stores.includes a full range of clothing, Represent is opening its very first store. And it has chosen West Hollywood, Calif., for its initial flagship.

George Heaton has always known that Los Angeles would be an important ingredient in growing internationally. “From an early age, we have been heavily influenced by the style and culture of California. We somehow knew L.A. would be a part of our journey,” Heaton said in an email. “The concept originally started out as a PR space, office and showroom. However, having spent more time in Los Angeles, it became apparent we needed a physical store.

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