A sunset-inspired palette brimming with neutral hues that fade into muted reds and sky blues makes up SS24 by Represent, the pinnacle of endless evolution. Shirting, pinstripe pants, and twilled suiting wools are all part of the collection’s audacious juxtaposition of fabrics and silhouettes. Luxury jersey hoodies, t-shirts, and sweaters have distressed graphics of the brand’s name. Horizons showcases the timeless elements of British tailoring updated with modern designs and daring cuts. Denim with heavy washing, knitwear with abstract spray artwork, and garment dyed bomber jackets are just a few examples of the collection’s meticulous attention to detail. The season’s style is rounded out with loose knits, flowing forms, and exaggeratedly large fits.

SPRAYED HORIZONS SWEATER

Introducing the Sprayed Horizons Sweater in Sunrise, a luxurious boxy oversized sweater crafted from a super-soft Alpaca and Wool blend. This sweater features a ribbed hem, cuffs, and collar, with a subtle abstract spray pattern knitted into the fabric. Designed with a very oversized fit, it is recommended to size down for the ideal fit. The Sunrise Sweater exudes a casual yet sophisticated style, providing both comfort and fashion. The composition includes 33% Nylon, 32% Alpaca, 32% Wool, and 3% Elastane, ensuring a cozy and stylish addition to your wardrobe. Model is 187cm and 76kg, wearing size Medium.

ICARUS T-SHIRT

A medium-weight cotton shirt with a quality feel, the Icarus T-Shirt is now available in sky blue. This tee captures the essence of the Greek hero Icarus with its somewhat baggy cut and Represent trademark image of the soaring bird on the front and back. The hem is embellished with a Represent metal bar accent, lending an air of refined elegance. This tee’s wash uses a gradient spray technique to give the colours a gorgeous, blended look. Icarus, a figure from Greek mythology, represents the importance of dreaming big while maintaining a healthy dose of self-control. Crafted from 220gsm of 100% cotton for long-lasting comfort.

BAGGY CARGO PANT

Introducing the Baggy Cargo Pant in Black, a luxurious take on the classic cargo pant style. Crafted from exceptionally soft fabric, these pants feature a cut and sew v yoke detail at the back for added interest. With oversized 3D pockets throughout, they offer both style and functionality. Designed with a baggy fit reminiscent of Represent popular utility pant, these cargos also include antique silver branded belt loop bars and a Represent metal bar on the cargo pocket for a touch of sophistication. Made from 100% Cotton for comfort and durability.

STUDIO SNEAKER

The Studio Sneaker in White/Grey is a luxury shoe with a full leather upper, combining flat and tumbled leather for a luxurious experience. The shoe features a mesh lining and leather footbed, with branded TPU trims on the eyestay and quarter for minimalist synchronicity. The shoe also has a branded TPU “Initial R” on the tongue and heel, each with a chamfer shape. The tri-color twin cupsole rubber outsole enhances durability and aesthetics. The shoe has thick cotton laces and an elastic gusset on the tongue for a snug fit. Building on the success of the Apex shoe design, the Studio Sneaker offers a wealth of internal padding for comfort. It fits true to size.

ICARUS HOODIE

Introducing the Icarus Hoodie in Sky Blue, a luxurious hoodie designed with an oversized fit for ultimate comfort. This hoodie features ribbed hem and cuffs for a classic look and is adorned with a Represent metal bar on the pocket and a Cobrax popper on the hood, adding a touch of sophistication. The unique wash of this hoodie incorporates a gradient spray for a beautifully blended color texture, adding a stylish element to your wardrobe. Inspired by Greek Mythology, the graphic on this hoodie portrays the Greek Hero, Icarus, symbolizing the pursuit of boundless dreams.

CROPPED DRESS SHIRT

Introducing the Cropped Dress Shirt in Black Pinstripe, a sophisticated addition to your wardrobe crafted from luxurious fabric with a soft hand feel. This shirt boasts a unique stepped hem design and features an antique silver bevelled Initial logo on the pocket for a touch of elegance. With a concealed placket and Cobrax poppers on the front and sleeve cuffs, this shirt offers a sleek and modern look. Complete with a single patch pocket on the front, this shirt exudes refined style and versatility. Composition: 78% Wool, 20% Polyester, 2% Elastane

Story Of Represent

In 2011, brothers Mike and George Heaton established the high-end British label Represent. Craftsmanship is an integral part of each collection, reflecting the brand’s dedication to careful design and production. George Heaton first had the idea to start selling t-shirts bearing his artwork as a college assignment. At a 2012 event, George displayed his apparel at a booth he had built up for the initial product launch. As the company’s internet and business-to-business sales took off, George was free to try out new designs and production methods.

Ghost, the debut campaign, featured lengthy, flowing pieces modelled after Rolls Royce automobiles. Another 2015 release from the label was the Storm collection, which featured Iceland as a filming location. With the help of a Manchester exchange with Justin Bieber, Represent gained exposure in 2016 and staged its debut runway show in Paris. Dusk boots, Alpha V2, and HEATON sunglasses by LURA were also creations of the label.

New York Fashion Week 2017 was a banner year for Represent, as the brand debuted its FW17 and SS18 collections, The New Breed and Wide Awake, respectively. Along with their extended trip (50 flights and more than six months overseas), the company also set up a pop-up shop in Los Angeles. With a new vision for its supply chain in 2018, Represent relocated its jersey and manufacturing operations to Portugal. Notable launches such as the 247 pant and the Reptor shoe came after the firm pivoted from wholesale to online sales and weekly shipments.

By updating its website and adding more styles to its 247 trousers line, the company aimed to appeal to a wider spectrum of customers. The brand flourished in 2022, when it put its emphasis on building a physical presence and expanding internationally. The business grew via in-store promotions, temporary shops, and global events; the latter garnered nearly 2,000 people at the pop-up in Manchester. The company’s involvement in the community expanded greatly, with the number of staff members increasing from 30 to 60 and a Community Day being held in Manchester. There will be no break in the mission until at least 2023.