Two brothers from Horwich who invested £150 15 years ago to start selling their own T-shirts have been named among the wealthiest people in the north west on the Sunday Times Rich List. George and Mike Heaton founded the streetwear brand Represent while studying at Runshaw College in Leyland in 2011, printing designs on T-shirts from their father's shed.
From Shed to Success
After studying graphic design at the University of Salford, the brothers realized their eye for style could lead to something special. Their vision materialized as Represent, a streetwear brand and fashion label. "I was 18 when we started this," George told the Manchester Evening News. "We've always had that mindset to always be better, we nail it, and then we will always have bigger ambitions - the bigger you get the more you want."
The idea behind Represent has always been to sell clothes the brothers would wear themselves, remaining affordable yet high-end. However, success did not come overnight. George recalled being told their vision was "unprofitable" and warned they would close down before making it big. "[At first] the brand wasn't doing well," George previously said on the Diary of a CEO podcast. "I got told it was unprofitable and I was just in this f****** 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 Endorsements and Legal Battles
Five years after the initial £150 investment, Justin Bieber personally chose to wear Represent outfits on his UK tour. Other celebrities followed, but success brought new challenges. In 2018, the brothers faced legal threats over the Represent name from a European company claiming trademark rights. "I remember we got a letter from a company also called Represent in Europe basically telling us that we're done," George said. "They said that they owned the trademark in Europe. We couldn't carry on trading." After two years of legal battles, an agreement was reached, allowing them to buy the trademark. The resolution came during the pandemic, when online sales surged.
Pandemic Pivot and Partnerships
"When lockdown started in 2020 we were really able to pivot," George explained. "We were such a small brand then, but we decided to start launching consistent products. Everyone was at home looking at their phones and so we were doing that every week, and we got this huge snowball of customers." Stocking in retailers like Flannels, END, and Selfridges solidified growth. In 2022, Represent partnered with Liam Gallagher on a capsule collection that sold out within an hour. They collaborated again two years later for a collection inspired by Oasis. "Growing up listening to this type of music, and growing up in the North of England, Oasis is legendary," George recalled. "It was always a pinnacle aspiration to work with them."
Expansion and Recognition
Hiring former Puma European sales director Paul Spencer as CEO helped Represent incorporate a fashion-forward focus. In November 2024, the brothers opened their first brick-and-mortar store in Manchester, in a unit previously occupied by Burberry on New Cathedral Street. They also have a 5,000 sq ft store in London, opened in 2025, and an owners club café. Represent has a boutique in Los Angeles and a store for its performance wear division 247 on Bondi Beach, which includes a capsule for the Manchester Marathon. The 247 division, launched in 2020, now accounts for 21% of revenue, with a 77% rise year-to-date in 2025. The brand also hosted its first fitness competition, 247 Mission Represent, and a recent Manchester Street Workout event.
Personal Fitness and Future Plans
George incorporates fitness into his lifestyle, completing the LA Marathon in March with a time of two hours and 58 minutes. He doubles as a content creator and influencer for the 247 brand. 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. Last month, the Sunday Times Rich List placed them fourth on the 'Wealthiest Under 40 in the North West' tally with an estimated wealth of £185m, and 27th nationally. The brand recently appointed former Adidas Yeezy executive Jim Anfuso as North America President to spearhead US growth. "Represent has achieved something rare: a hyper-loyal community that spans luxury, streetwear, and performance," Anfuso said. "The foundation [they] have built is incredible."
Reflecting on their journey, George said, "We've always believed in the brand and its potential, but did we ever imagine the brand 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."
