For our third instalment of END. Talks, END. invited Represent’s George and Michael Heaton to our Manchester flagship for an in-depth discussion hosted by Sam Cole.
The third instalment of END. talks, our ongoing series where we spotlight cultural luminaries in the fashion world and beyond, saw END. head to its recently opened Manchester flagship store, St. Marys Gate. It seemed only fitting to kickstart our calendar of events in the city by inviting Manchester stalwarts Represent along, given the label’s importance to the city and its deep involvement in its cultural milieu.
The evening saw an intimate discussion with Represent’s founders, brother duo Michael and George Heaton, hosted by editor Sam Cole. The evening kickstarted with the brothers delving into the brand’s formative years and how its identity was built, as well as the challenges they faced as a young and up-and-coming label at the time. Following this, Represent discussed the importance Manchester and its culture has for the identity of the brand, as well as going against the grain and developing everything outside of London.
Premium quality and craft are something that’s remained integral to Represent from day one, something which the brother duo reiterated during the discussion. For George and Michael, luxury is not defined by high price points but through premium products, ensuring that Represent provides high-quality garments with an attainable price point. Discussing the meaning behind the label’s distinctive visual codes, George and Michael elaborated upon Represent's Owners Club graphic: a nod to their upbringings and love of the automotive world, channelling the community spirit deeply engrained within vehicle owner’s gatherings. The event was rounded off by a discussion surrounding Represent’s desire to continuously progress, showcasing that the monumental growth and achievements made by the brand so far are only just the beginning for the label.