Represent: A UK-based luxury and performance sportswear brand blending contemporary style with premium craftsmanship.

Clothing & ApparelUKCurrent
Written By True Global
 

About

Founded in 2011 by brothers George and Michael Heaton, Represent caters to a worldwide audience and has collaborated with global brands including Puma, Belstaff and Oasis. Its 247 line, designed to bridge the gap between athleisure and performance sportswear, has found a following among some of the world's highest performing Hyrox athletes.

 

Our journey with Represent:

We invested in Represent in 2024. The brand's loyal customer base and its proven ability to create luxury designs that evolve with that base is why this partnership matters to us. Partnering with a brand that has thrived in a challenging environment reflects what it means to be part of the True community.

Represent has grown at a 64% CAGR since 2020.

Brand Facts

  • Founded in 2011 by brothers George and Michael Heaton.

  • Growth at a 64% CAGR since 2020.

  • Collaborations include Belstaff, Puma and Oasis.

  • The 247 line has been popular with several of the world's highest performing Hyrox athletes.

 

True Stories…

 
___LZSettings_N4IghgdglgtmAuUD2EDOIBcBtAugGnAFd4kBhAJyQAdN5zCBTAgI3IbAGsqkoJ4B5AG4Ny5KABMG6DMAC+BAMZIANsoYLEKAJLjMIAGwBOQ+PHMADEYUKAjA3HmwAdnMBWJ-oBMADhshFKmoayBAAKgCeVAyYNgHKhDAQAOoS8AAWmJ4uBJKoUADmEHoKYJSEqAzK-iAAZlDK8CKYoPBg+XoASgxUbBV81SWN+Ujk4ZgQhKryIPnEjeSY+uYEaeyS5KEMAB7wetWwbQwAgqhRGh0IyHo2AHSu1coFafDMSFuYNWDKFQSPqPBaOD5Y6PQowBj9DAgNQ1Xa-KD-QGHADKUAAXtEMABmZYgcGtcQIMAABSQeU0RShzEqSAA7gBaJR8CFwvFQLb2UgoRqQuiMAhUFHozGeXE9A6jACyDAJRL0hMa1R6SHEhA0AEVCFAFBwAGpQBi0gCiEDAzDUugwn2+TBAFSZhKlMrACrAeggKGiBFQaTpRq2ChEVF2GD5tp9dOJYH+-HIAFUqEoYLx8kbhHxpCBCImkMmIO1vb7acSxIHaPRw0Wui7JSMGAAZXgcD5fH52ouhNIJZim+rl-ntumhKDwNT98OPXLEkQdOmYLEERo7I6giDgyHQhiw6pL+CojF6cHiKAJHfkSCoGojGDSUCUVoU5ogNFPwRfRiYXGEaAhkCSdqyNMqAlGOMggO8YFvvEmI2OYX4-noACkIDTGMkHvjBcEEN+I5ISh0zUGACgjmhoBQR+GCwfBuFQshBE1DUFQhqAEFkRhn7YQhUJUO8qGvuxGDUb+PH4QQIwFLwT6sSA5GYq4Ql4Xx6HQZg8mcTRIB0UBHCGlJ-EqYJ6m-v+KEEKRMkCQpUImYB0xpPumITKoBA1MoSAIAAIlACwYE5ygEBCZpqPWYBomh1ptl8yhpiy0gRbaI4MDeWgQLOtLzouQUyly8SJNIniZeaMoAOJzE0GCigQMBIMw9QMDlCRoDEVU1XVpXwPMHHQu54grsosZRu0VqtrabkuoNDAOZgAAsBC0ueVBaI0N4pOkjYQM2w02t6Ix7gkcCjEtSWZh69KoLt1QRrSyJpKUDAAEJzCgJ1IDdd3VMwT1oFoTIrgUa4ssULJNCwX2oD9KBTVCqBwKoH1gxDEA5SMejmkRzagx1z2I8i8DhKBdoAI6EHd9KvOQ6zVC64ikAgoRtKQyjRhUL0QF6IBKKo6gUnG5BVNDJBiFIO4jgTuPicLi6RAwAByYDgqjbn5GT0bavS+RiLoBBsF891uTqOiK0gOr0gwzD6NNDDeFiNieKKNj6BYDB2FizAoUAA
Ex-Adidas Yeezy Jim Anfuso to lead Represent in North America
Ex-Adidas Yeezy Jim Anfuso to lead Represent in North America

Represent have appointed ex-Adidas Yeezy general manager Jim Anfuso as President of North America to support the brand's continued growth in the US.

Read more →
Kenny Wilson appointed as Chairman of Represent
Kenny Wilson appointed as Chairman of Represent

We’re excited to welcome Kenny Wilson as Chairman and Non-Executive Director of Represent. His appointment marks a major step in accelerating the brand’s global growth. With thirty-five years of leadership in fashion, Kenny brings strategic insight that will strengthen Represent’s position in luxury and performance wear as well as supporting our shared vision for Represent's continued growth.

Read more →
Represent x True: Our latest partnership
Represent x True: Our latest partnership

We’re excited to announce our strategic partnership with Represent, a UK-based luxury fashion brand reshaping the boundaries of luxury and performance sportswear.

Read more →
True Global
Previous

Hush: A contemporary British premium womenswear and lifestyle brand, blending laid-back style with effortless ease.
Next

Ribble: A premium performance bike brand, selling award-winning bikes and e-bikes online and through showrooms.