LONDON — Represent, the British men’s fashion label hailing from Manchester, has hired former Yeezy general manager Jim Anfuso as president of North America, the fastest-growing market for the 15-year-old brand founded by brothers George and Mike Heaton.
In the new role, Anfuso will oversee retail expansion, wholesale partnerships, and the scaling of the brand performance subbrand 247 in the U.S market.
He will also put his expertise in the footwear sector to good use, helping the brand to refine its footwear offering, which has been identified as a key source of growth.
Prior to joining Represent, Anfuso served as president of commerce at Complex Ntwrk. Before that, he was best known for launching and managing the Adidas Yeezy business with the now-controversial rapper.
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Paul Spencer, chief executive officer of Represent, said the U.S. market provides a significant opportunity as the brand enters its next phase of global expansion, following the sale of a minority stake to investment firm True at the end of 2024.
“Anfuso’s track record speaks for itself. From the minute we met, we knew he would be a great cultural fit with the wider leadership team and with George working side by side in our L.A. office. His ability to navigate complex operational landscapes while maintaining brand integrity is exactly what Represent needs right now,” added Spencer.
George Heaton, who also serves as the brand’s creative director, said Anfuso is a leader who understands both the culture of streetwear and the mechanics of a billion-dollar operation, and his obsession with product and precision made him “a critical piece of the puzzle” for the brand’s U.S ambition.
Commenting on his appointment, Anfuso said building on the brand’s hyper-loyal community that spans luxury, streetwear and performance, his focus is now on operationalizing that energy for the U.S. market, building the infrastructure, the team and the strategy to take Represent from “a cult favorite to a dominant market leader.”
