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First Look: Luxury streetwear brand Represent makes brick-and-mortar debut

A British luxury streetwear brand for men has entered physical retail.

Represent has opened its very first store, a 3,100-plus-sq.-ft.  location in West Hollywood, Calif. Designed as a flagship and an office space for the brand, it is the first of three physical locations that Represent plans to open in 2024.

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The West Hollywood store has an ultra-modern minimalist look, with a flat white plaster finish, high ceilings, clerestory windows, custom fixtures and RH furniture. The exterior boasts a shaded 50 ft. glass frontage. 

Represent is located in a trendy neighborhood that is home to a wide variety of boutiques and restaurants, including other fashion retailers such as H Lorenzo, Louis Vuitton, Maxfield and Chrome Hearts.

“Mike and I have been taking trips to L.A. for nearly a decade now, and you can really see the aesthetics come through in the brand's DNA,” said George Heaton, who co-founded Represent with his brother in 2011. “With our growth strategy focused on America, we wanted to set out a base, a community, and a team stateside whilst being able to connect with our consumers face to face, and it felt right to open a store here.”

The shop will exclusively carry Represent products, including the brand's shirts, pants, shoes outerwear and more. Exclusive soon-to-launch capsule collections will also be available.

While digitally native, Represent has opened several pop-up locations in the past, most recently in Manchester and London in 2022.

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