U.K. Brand Represent Reps New Aristocracy

U.K. Brand Represent Reps New Aristocracy

Luka Sabbat reps the Union Jack in the luxury line's latest campaign.

Luka Sabbat reps the Union Jack in the luxury line's latest campaign.

Text: SAMUEL ANDERSON

The verb, “to represent,” has become a kind of cultural super-entendre, meaning to pledge allegiance, be true to oneself, to support cultures outside one’s own, et cetera. But to George and Mike Heaton, the sibling founders of the British brand Represent, the name refers to something more specific: “[It’s] a story of our lives seen through garments,” says Mike, 27.  

The U.K.-made line is deeply rooted in British craftsmanship. Launching in 2012 with t-shirts, the collection took inspiration from a single pair of jeans made by the Heatons' grandmother, a tailor by trade. “She re-made a pair of jeans I wore in my late teens,” says George, 25. “That really set the brand off [to create] a perfectly fitting jean.”

Now spanning full men’s and womenswear collections, the luxury-leaning line reps everything from the Heatons’ gran to the British aristocracy; the “R” logo is a riff on the Rolls-Royce insignia. “It’s is a completely different world and product,” says Mike, “But the ethos and craftsmanship is a real inspiration.”

But if Represent is a representation of anything, it’s of the viral currency of streetwear culture, which originated in Japan and soon spread to SoHo before its eventual British invasion, with brands like Burberry dropping sporty collections earlier this year. And while the name Represent may not be a call to action, the designs seem to be enough to compel high-profile fans, from Hailey Baldwin to Young Thug, to rep the Heatons’ clothes. “Everything we design is what we’re either missing or what we can develop further,” says Mike.

And who better to represent this spread than the American prince of streetwear himself? Below, flip through the lookbook for Represent’s latest capsule, starring Luka Sabbat.

Luka Sabbat for Represent lookbook

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