REPRESENT CELEBRATES FIRST BRICK AND MORTAR STORE OPENING IN LOS ANGELES

British online streetwear brand Represent founders George and Mike Heaton have dreamed of opening a Los Angeles store since the company’s inception in 2011. After testing initial concept ideas through a series of pop-ups and shop-in-shops worldwide, the brothers’ first standalone shop is now open in the heart of West Hollywood. To celebrate, the Manchester-born brand joined its newfound L.A. community of supporters with a few special guests from the United Kingdom for a celebration last Thursday night.

Guests poured into the over 3,100 square feet store, where they were immersed in the design-forward space that blends bespoke fixtures and Restoration Hardware furniture. An exclusive assortment of the latest Represent products included its highly-coveted capsule collections and the newly launched Robertson Collection, an exclusive to the L.A. store. Music by D33J and Friends set the tone throughout the night as everyone toasted with bespoke cocktails by Tequila Don Julio.

Founded in 2011, the British brand is a fixture in the luxury streetwear space. The Represent flagship, located at 461 North Robertson Boulevard, opened its doors on Saturday, March 30th, 2024.

At top: George Heaton and Patrick Ta at the Represent Los Angeles store opening on March 28, 2024, in Los Angeles, California. (Photo by Gilbert Flores/WWD via Getty Images)