Represent — the British, Manchester-born men’s streetwear brand — has landed in the U.S. Brothers George and Mike Heaton, who founded the label in 2011, chose Los Angeles for its first stand-alone brick-and-mortar location.
“Mike and I have been taking trips to L.A. for nearly a decade now, and you can really see the aesthetics come through in the brands DNA. With our growth strategy focused on America, we wanted to set out a base, a community and a team Stateside whilst being able to connect with our consumers face to face, and it felt right to open a store here,” said George in a statement.
Located in West Hollywood at 461 North Robertson Boulevard, the shop is down the street from Maxfield, H.Lorenzo and Chrome Hearts. At more than 3,100 square feet, it’s both a flagship and serving as the brand’s office space.
The brothers hosted an opened party to toast the occasion, bringing out Swedish DJ and music producer Alesso, American fencer Miles Chamley-Watson, social media personalities Noah Beck and Chase Hudson, Miles Richie, son of Lionel Richie — all wearing looks by the brand — as well as Spanish soccer player Riqui Puig, actress Josie Totah, stylist Maeve Reilly, Paris Brosnan, son of Pierce Brosnan, makeup artist Patrick Ta and DJ Shaun Ross. D33J entertained the crowd behind the turntable, as guests enjoyed Don Julio tequila cocktails and shopped the brand’s new Robertson Collection, which is exclusive to L.A.
Represent officially opened doors to the public on Saturday, and will be expanding with two more store locations this year, according to the company.
