Represent

The news is out… Represent Manchester, opening Fall ‘24.

British heritage meets hand crafted luxury. In collaboration with DUKE + DEXTER

Represent Summer ‘24 Campaign. Shot on the California Coastline of Malibu, entitled Permanent Vacation. Art Direction: George & Mike Heaton Photography: Sam Damashek Model: Donovan Wildfong

We recently had the pleasure of activating at Frasers Festival 2024. It was an excellent day celebrating Frasers Group Partners and Employees, with a host of musical performances, fitness challenges, and of course brand activations from ourselves and 36 of the best global fashion, lifestyle and sports brands. Off the back of our successful collaboration with Everlast, our very own CEO, Paul Spencer engaged in a panel talk alongside Frasers Group’s David Epstein and David Al-Mudallal, in addition to Eddie Hearn and Conor Benn. Overall, it was an incredible day, and a true testament to the value that Frasers Group holds in their brand partners.

247 - Wednesday.

Last night, we launched our long awaited collection in collaboration with Metallica. The 19-piece capsule marks a significant point of development, pushing not only artwork execution, but also application, garment washing and construction. The collection showcases new fabric innovations with the incorporation of slub t-shirts with single stitch detailing – an evolution of prior styles with a meticulous focus on vintage inspired drape, texture and fabric weight. We wanted to display an entire ready-to-wear collection, complete with outerwear, accessories and legwear in addition to the classic jersey pieces. At the forefront of the range was the Metallica Leather Jacket; a monument to the timeless artistry of the band. The biker style silhouette was crafted from vintage distressed leather, emboldened with signature patchwork from iconic albums such as Kill ‘Em All, Ride the Lightning, and Garage Inc, with further references made with Initialised Local Crew and Represent logos evocative of the classic Metallica logo style. For the graphic pieces, complete authenticity was always at the forefront of our attention. We incorporated hand painted artwork to honour the analogue techniques of the ‘80s, as well as heavy fade out washes and distressed details to the graphics and fabrics to emulate the natural sun fade and aging of garments. The graphics showcase was a testament to our intensive dedication to authenticity, with up to 26 screens layered onto single designs, inversion and repaint processes, hand drawn motifs and remakes of artwork from renowned Metallica album artist, Pushead. We referenced a total of 6 albums throughout the collection, namely Ride the Lightning, Masters of Puppets, Metallica (The Black Album), And Justice for All, Kill ‘Em All, and Garage Inc. Micheal Heaton, Represent’s Art Director and Co-Founder speaks on the collection: “For me this journey started 7 years ago, when I found a vintage thrashed Metallica t-shirt in LA, which since then has inspired the inherent DNA of our graphic collections. Today, we showcase a true collaboration, not just a licensing deal. Represent x Metallica is an authentically co branded collection; it’s a seamless synergy of brand and band. Fabrics have been redeveloped and meticulously refined to give the essence of over 40 years of wear. We exhibit hand painted artwork, new washes and primarily a new standard of elevation for the brand. It’s truly a full circle moment to bring grails like these from the past back to life.”

The Represent Los Angeles permanent store. Officially open. 461 N. Robertson Blvd West Hollywood Los Angeles 90048

Represent Amsterdam c/o de Bijenkorf

Represent Spring Summer 2024 - Horizons.