LONDON — Men’s street brand Represent, founded in 2012 by George and Mike Heaton, has its roots firmly planted in British subculture, and now it’s stretching that aesthetic to women’s wear.
The Manchester-based label has built a dedicated audience for its accessibly priced street aesthetic, infused with references like Nineties Brit Pop, British working men’s clubs and the U.K.’s history of sport and plans to re-create some of its signature fall 2018 men’s pieces for women.
Looks include puffers and fur bomber jackets reworked in cropped silhouettes, plaid pants that have been made to fit closer to the body and plenty of denim and cotton T-shirts which have formed the foundation of every Represent line to date.
The new line will be stocked in 20 of the brand’s retail partners, including LuisaViaRoma and Tom GreyHound in South Korea, as well as on the brand’s own e-commerce platform where collections are split into several drops.
A look from the new Represent fall 2018 women’s range.
“We made a decision two years ago to really focus on building the brand through wholesale, which was definitely the right idea. Having your collections in the best stores in the world is a goal for any designer and our wholesale