Brothers George and Mike Heaton, who started their pioneering streetwear brand Represent with just £150 while at college, have now made the Sunday Times Rich List 15 years later with an estimated wealth of £185m. The brand, loved by celebrities including Dua Lipa and the Kardashians, began by selling t-shirts printed in their father's garden shed.
From Shed to Success
The siblings, from Bolton, were students at Runshaw College in Leyland, Lancashire when they pooled £150 to launch their venture. They later studied graphic design at the University of Salford to strengthen the brand. George Heaton emphasized that from the outset, they aimed for high-end designs that remained affordable.
However, the journey was not always smooth. George recalled being told early on that the vision was 'unprofitable' and that the business would fail. Speaking on Steven Bartlett's Diary of a CEO podcast, he said: 'At first the brand wasn't doing well. I got told it was unprofitable and I was just in this rock bottom. I think the best view of heaven is from hell, right? You've got to get to the bottom of that mountain to start reclimbing it.'
Celebrity Boost and Legal Hurdles
Five years into the business, Justin Bieber wore their clothing on his UK tour, attracting more celebrities. But this visibility led to a legal threat from a European company also named Represent, claiming trademark ownership. After two years of legal battles, the Heatons bought the proper trademark during the pandemic, a time when online sales surged.
George noted: 'We were such a small brand then, but we decided to start launching consistent products. Everyone was at home looking at their phones, and we got this huge snowball of customers.'
Key Partnerships and Expansion
A collaboration with Oasis frontman Liam Gallagher saw a capsule collection sell out in an hour. Two years later, Represent teamed up with Oasis for their reunion collection, fulfilling a long-held dream for George, who grew up listening to the band in the North of England.
The brothers hired former Puma European sales director Paul Spencer as CEO, and sales continued to excel. In November 2024, they opened their first store in Manchester, followed by a 5,000 sq ft London premises and a boutique in Los Angeles.
247 Division and Fitness
Represent's performance wear division, 247, launched in 2020, has been a major success with a dedicated store on Bondi Beach. The sportswear line, featuring running shorts, tracksuits, and vests, now accounts for 21% of overall revenue, with a 77% year-to-date rise in 2025. George, who completed the LA Marathon in under three hours, embodies the brand's 'high performance' mindset and also serves as a content creator for 247.
Record Turnover and Rich List
At the end of 2024, Represent was on track for a record £100m turnover and named one of the fastest-growing private companies in the UK. In May 2025, the Sunday Times Rich List placed the brothers fourth on the 'Wealthiest Under 40 in the North West' with an estimated wealth of £185m, and 27th nationally.
Represent recently appointed former Adidas Yeezy executive Jim Anfuso as North America President to lead US expansion, including retail, wholesale, and scaling of 247.
Reflecting on their journey, George said: 'We've always believed in the brand and its potential, but did we ever imagine it would reach this scale when we were printing t-shirts from our dad's shed? Probably not. But as we've grown, we've believed more and more in where we can take Represent and what we can offer our community. It's a good feeling to see people enjoying what we've created.'
