From Garden Shed To $100M Brand

The ‘Overnight Success’ of The Heaton Brothers

“You don’t have to be good at business to own a business“

Today, we take you on a journey that begins with two brothers, armed with nothing but a dream and a relentless drive to conquer the world.

Meet George and Michael Heaton, the dynamic duo behind the phenomenon we now know as ‘Represent’.

Twelve years ago, they embarked on a quest to redefine luxury streetwear. Armed with nothing but determination, they started small, printing logos on T-shirts for a college project.

Little did they know, their humble beginnings would blossom into a global empire, adorning the likes of Kardashians, Dua Lipa, and Justin Bieber.

Represent isn't just a brand; it's a movement that embodies the power of perseverance, passion, and self-belief.

In an industry where Goliaths loom large and the odds seem insurmountable, George and Michael defy the status quo.

They didn't wait for the perfect moment; they created it.

But let's peel back the layers and uncover what truly sets George Heaton apart.

He's not just a designer or an entrepreneur; he's a beacon of inspiration.

His journey and mission to pass on to others is about becoming the best version of yourself.

And this story is a reminder that greatness isn't reserved for the chosen few – it's claimed by those who dare to dream big and work tirelessly to turn those dreams into reality.

What sets Represent apart isn't just the quality of their garments—it's the ethos they embody.

When you buy from Represent, you're not just purchasing clothing; you're joining a movement – a movement fueled by passion and driven by purpose.

Today on David to Goliath:

1. Chip On The Shoulder

2. The Garden Shed Where Dreams Became Reality

3. Facing Complacency and An Unlikely Breakthrough

4. Facing The Man In The Mirror

5. The Devil That Woke Him Up Every Night

6. From Brand To Movement

7. Handing Over The Reigns of CEO

Chip On The Shoulder

George grew up in Horwich, a small town in the north of England.

Amidst a slow-paced lifestyle, a conspicuous presence disrupted the harmony: his father's Range Rover, a symbol of success that cast a sense of awe when he dropped him and his brother at the school gates.

George couldn't help but wonder what made his dad so cool in the eyes of his classmates. 

What must he doing that was different?

Why didn’t the other kids’ parents have Range Rovers?

Well, his dad sold minibuses with his grandad.

He had built his own business.

While his father hoped for George and his brother Mike to become part of the family business, the boys had other ideas.

Cleaning buses seemed like hell in the eyes of 2 true artists.

So off they went in search of something to feed their creative souls.

With a rebellious spirit fueled by a passion for surf, skate, and a distinct sense of style, the brothers stood out from everyone else in their town.

Traversing down cobbly roads amidst skinheads, their long hair billowing behind them like a banner of defiance.

George had a keen vigour for fashion early on. He was extremely particular.

Obsessive to many. But he didn’t care.

He would be constantly irritated by clothes that wouldn’t fit.

He would take them to his grandma who was a tailor.

Little did he know, he was already planting seeds for what would become not just a brand but a movement.

Runshaw College offered him an opportunity to channel his creative flair into a tangible pursuit as he embarked on a Graphic Design course.

Despite the disapproval of conventional educators, he found sanctuary in his own sketches, spending the majority of his in-school hours in a trance, avoiding the tasks at hand.

“I was always getting into trouble at school for drawing and not doing any actual work. I was obsessed.”

Basically, he learnt early on that the average salary of a graphic designer was around $40,000.

“How can I buy a Range Rover with that? What is it I can make that I can make money from?”

He knew he needed to dream bigger, to challenge the very fabric of reality and carve his own destiny.

It was during his final year of college that fate intervened, in the form of a design brief that tasked him to create ‘something that would sell’.

Inspired by the pulsating energy of the American streetwear scene, George called upon his brother and together they seized upon this opportunity – a chance to breathe life into their art and defy the limitations that had long confined them.

So they started designing clothes.

Everyone around him scoffed at the idea. ‘Clearly your dad buys the stock’.

It was the chip on the shoulder they needed. 

Proving to everyone in their local town they could pave their own path, despite their Dad’s success.

And in reality, the boys only had £150 to their name and started from the absolute bottom.

So they set out on a mission to make not just 10 times but 100 times more than what their dad had ever made.

George began by locally sourcing blank clothing and screen printing his designs.

With hands calloused in blisters from hours of labor, minds ablaze with creativity, the duo crafted the first batch of 25 t-shirts and branded them ‘Represent’.

They sold to friends, then friends of friends, and this turned into 50 T-shirts for the next run.

Their passion spread like wildfire across local town Horwich thanks to a basic website they set up.

In the early days, it was but a blur - a whirlwind of late nights and makeshift operations.

But within the chaos, whilst still a teenager working on a college project, George learnt one key lesson.

Dreams don't work unless you do.

So with the chip on his shoulder and determination to prove everyone wrong, he rolled up his sleeves and got stuck in.

The Garden Shed Where Dreams Became Reality

George then embarked on a 3 year university degree studying Graphics at the University of Salford.

But University was an inconvenience.

Instead of focusing on his studies, he was building a business – running orders, speaking to suppliers, and connecting with customers.

All from the luxury of his father’s backyard shed.

While his peers celebrated their academic achievements, he remained in the shadows, silently sculpting his dreams into reality.

For three long years, he and Miked ran errands by day, crafting their vision by night.

 “Ever since that first day, when I was 19, we always designed clothes that we wanted to wear ourselves, so the brand has grown with us.”

And boy did they start to see results.

In their first summer they set up a small booth at Abersoch’s Glass Butter Beach Festival with every penny they had.

They saw Rizzle Kicks performing and they went to hand them some of their box logo caps.

The band wore their caps on stage.

No marketing budget, no army of experts, not even a faint whisper of business knowledge – just plain out intuition.

Constraint drove innovation. They made absolutely everything of what they could.

After this boost of visibility, they slowly began to gain traction with online sales, and all of a sudden Footasylum reached out asking to stock Represent.

The boys weren't just trying to learn how to run a business; they were living it, breathing it, bleeding for it.

True underdogs in the making.

Expanding from the garden shed into the kitchen cupboards.

“We were just buying the clothes, putting them on there and selling. We had no rent to pay and there was nothing holding us back.”

Nights in the shed became a ritual as they wrestled with products and processes.

But tears were shed when their first attempt into overseas manufacturing ended in disaster.

They’d decided to shift supply to China because they thought this is what would leave them with more profit to scale.

But the collection returned as a complete mockery of their hard work – fits wrong, fabrics wrong, hopes shattered.

And working from a shed, they had nothing to show but a wireless router and a load of sub-par stock.

With very little cash, no safety net to fall back on.

"It was taking over but our parents loved it because we were doing well for ourselves and that’s all they ever wanted for us”.

But they persevered, grabbed the bull by the horns, kept designing, living and breathing their passion.

They dove in headfirst to Fashion Week 13, which saw the inception of the brand’s first campaign ‘Ghost’.

“I went to watch Mac Miller in Manchester just as I got started with the brand. It was maybe a year in. And it ended up us meeting him and passing over some hoodies. Funnily enough he changed all his social media to him wearing Represent. And that was my favourite artist wearing my favourite brand. in 2012 we went to Paris to host a showroom, whilst it was mens fashion week.”

An embodiment of their passion, their identity.

It was bold, it was different, and it caught the attention of the world.

Suddenly, they were featured on renowned platforms like Hypebeast and Highsnobiety.

“We didn't really know what we were getting into or where we were at the time but the clothes were long and black and looked really different to everything else available out there. So there was a kind of shock to the system and everyone around us but It gave a bit of a identity to what Represent was. The Ghost collection was something I really put a lot of energy into. We were young and didn't really know what we were doing making campaigns but We seemed to figure it out and create a bit of a story with the models”.

The collection was made up of long, flowing pieces with stitching inspiration from Rolls Royce cars.

Alongside the beginning of Instagram and Social Media Marketing, they burst onto the streetwear scene; a British brand with a mission to create the best clothing in the world.

Still working out of the shed, work immediately began on the next collection – ‘Storm’.

Possibly the brand’s most ambitious campaign to date – shot in Iceland.

The volcanic island backdrop created an other-worldly aesthetic which fused perfectly with the clothes.

Having built a pattern cutting table and bought some used industrial machines online, production became a blended process, where samples could be created in-house and sent off to the Birmingham-based factory.

“It was a really exciting time because we suddenly had this business and people were excited to see where it could go. It felt like the sky was the limit.”

Then 2016 was a year of taking things to the next level.

They hit their first big break, after their crepe-soled boot, the brand’s first venture into footwear, went viral.

They sold 900 pairs in the first minute on their new website, after teasing the launch on Instagram.

This was the third year of the brand and it was a monumental success.

“We were so small we maybe shouldn’t have done it at the time. We didn’t have footwear designers, we didn’t have long-term footwear suppliers, but we wanted to create a whole wardrobe.”

“A small boutique in the Netherlands were the first to approach us, they started stocking our denim and they couldn’t sell it quick enough.”

But then, complacency took hold.

Facing Complacency and An Unlikely Breakthrough

As they reached a £6 million turnover in 2016, a deceptive veil of success descended upon George and Mike, cloaking their vision with the illusion of achievement.

Unaware that they were standing on the precipice of stagnation.

A creeping sense of disillusionment took hold.

The very essence of their identity morphed into a monotonous facade, as they were labelled as nothing more than a "boring fashion brand."

Chasing fashion trends they lost their true identity.

Each day became a relentless cycle, a grind against the weight of their own expectations.

In a desperate bid to break free from the suffocating monotony, they scrambled to assemble a new team, grasping at straws in the hopes of revitalizing their fading ambition.

They found themselves drowning in a sea of responsibilities, juggling an unimaginable workload that threatened to consume them whole.

Each day blurred into the next, lost in a haze of uncertainty and chaos.

George with no experience in business had hired all his friends and no one knew what they were doing.

Doubts festered.

But they suddenly found a flicker of hope.

While the boys were out having a drink at Tattu in Manchester, Justin Bieber approached them while in Manchester on a night off from his 2016 world tour.

His words of admiration for their Represent attire re-sparked a wildfire of possibility.

“We decided to just roll with it and turned up with a load of stock for him which he wore on the rest of the tour. It was great, every day he was getting seen in it.”

Bolstered by this stroke of luck, they found themselves standing at the threshold of a new era.

With each stride forward, their creative spirit flourished once again, giving rise to innovative designs such as the Dusk boot, Alpha V2, and the electrifying collaboration with Lura for the HEATON sunglasses.

Although, it all happened a little too fast to handle.

Facing The Man In The Mirror

In 2018, the company found itself at a crossroads, grappling with the weight of transition.

“It was really scary growing the business because we had always held back on employing people.”

Remember, Represent began as nothing but a passion project in the hallowed halls of college.

For George, the burden of expectation became an unbearable weight, sapping his motivation and plunging him into the depths of despair.

For him, this was rock bottom.

On a personal level he wasn’t happy with himself – very shy and unconfident, terrible at hiring people – always angry and negative, with a pessimistic view of everything.

Add to that a long-term relationship that ended in tatters - leaving him heartbroken.

He didn’t even want to look himself in the mirror. He had become disgusted with the reflection looking back.

But he knew the only way out was through.

“But getting to the bottom of the mountain is the best way to start re-climbing it.”

George confronted his inner demons, wrestling with questions that lay dormant within his soul.

In a quest for redemption, he turned to the wisdom of Andy Frisella and his transformative manifesto, "75 Hard."

Everyday for 75 days straight he had to:

• Complete 2 45 minute workouts (one outside)

• Stick to a clean diet

• Drink a gallon of water

• Read 10 pages of a self-help book

• Take a transformation picture of his body

Day by day, week by week, he chiselled away at the barriers holding him back.

Embracing a regimen of discipline and self-restraint, George adhered to the tenets of the program.

As the days turned into weeks and the weeks into months, the fog of uncertainty began to lift.

With a renewed sense of vigor, Represent pivoted back towards direct-to-consumer sales.

But for this to work, George knew deep down, despite fighting against it for so long, he’d have to reimagine the supply chain.

A sobering acknowledgment that their processes lagged behind the demands of modernity.

For so long they’d wanted to be only a British brand with British manufacturers - but the numbers just didn’t add up - nor did the quality they had envisioned.

James, the chief product officer, advocated for a bold move: relocating production to Portugal.

Finally, after countless heated arguments, George finally admitted he was wrong – he had been resistant to change, clinging to the familiarity of the past.

But with newfound clarity, the brand embarked on a nine-month journey of reinvention.

Their Instagram account was purged.

The digital realm became their canvas as they crafted a new identity.

But the next setback was about to unfold.

This journey of mental resilience through 75 Hard was to become a lifeline during the next test.

The toughest of George, and his brother’s life. Bar none.

Their entire world teetered on the brink of oblivion.

The Devil That Woke Him Up Every Night

George and Michael woke up one morning in 2018 to a letter.

To them, a fate worse than death itself.

A man with the Represent trademark in Europe had threatened to take them for everything they had, and more.

They felt condemned to spend the remainder of their days toiling beneath the crushing burden of insurmountable debt.

Millions were at stake.

Not just that, but their entire life’s work.

Their whole identity.

“We thought we owned the trademark cos we had the UK IP.”

They dared not even breathe a word of their brand's triumphs on social media, for fear of invoking more lawsuits.

The opposition's lawyers seemed to play an agonizing game of cat and mouse.

Tormenting them with every twist and turn of the legal labyrinth.

George and his team would send off letters asking for cooperation and only on the last day of 90 this man’s lawyers would respond.

Mind games on a different level.

They’d head off to Portugal for a launch and BOOM – another email of terror.

Every day it felt could be their last.

But through it all, George and Michael found a driving force within themselves.

Their unshakable bond.

They stood tall, ready to fight tooth and nail for what was rightfully theirs.

Instead of backing down, they went all-in.

One egg, one basket.

Two brothers willing to sacrifice their lives for this cause.

With unity as their shield and self-belief as their sling, they marched boldly into battle.

Imagine the determination in George’s eyes as he declares, "I'm going to run 15 kilometers, and if I stop, that's him coming for us."

Failure was just not an option.

They doubled down on what made them great in the first place. Their community.

And then in March 2020, they seized their moment.

They signed the deal that reclaimed their brand, their identity, their purpose.

The name, the brand Represent was theirs for all time.

But the story doesn't end there.

That victory was just the beginning. It was the catalyst catapulting them out of their shells and into the spotlight.

Their brand became a lifestyle, a movement, a beacon of hope for all who dared to dream.

No matter how dark the night may seem, the dawn always breaks.

For in the heart of every underdog lies the fire of defiance—a fire that cannot be extinguished, no matter the odds.

Now, it was time to truly spread their wings.

From Brand To Movement

In the aftermath of the crazy legal battle, George and Mike transformed their brand into a beacon of success that redefined the fashion landscape.

Only to be met with the tumultuous winds of change brought forth by the global pandemic.

In-person sales ground to a halt.

But when the world shut its doors, they threw theirs wide open.

Having already overcome insurmountable odds, this was a mere walk in the park.

It turned out the community they focused on building during the legal battle prepared them to weather this storm head on.

So as everyone was sat at home scrolling through social media, they embraced the digital revolution with finesse.

With a bold shift in strategy, they harnessed the power of Instagram to forge deeper connections with their audience, infusing their brand with authenticity and transparency.

George would spend countless hours everyday trawling through his DM’s keeping their community engaged.

Represent continued to evolve into a lifestyle.

Weekly drops injected a steady stream of excitement into the narrative, offering insight into the evolving tastes of their loyal clientele.

Among these triumphs stood the legendary Reptor shoe, a marvel of design lauded by none other than GQ Magazine as one of the finest sneakers in existence.

A manifesto that screamed, "We're here, and we're not going anywhere."

Collaborations with musical legends like Motorhead and Ozzy Osbourne birthed vintage rock tees that became the stuff of legend, coveted by fashion aficionados all across the world.

In a stroke of genius, they then went against the grain and unveiled the Blank collection - a testament to minimalist luxury, crafted with the same meticulous attention to detail that defined their mainline offerings.

Yet it was the brand new 247 pant that stole the spotlight, embodying the essence of versatility and durability that became the hallmark of Represent.

At the heart of this collection lay the relentless pursuit of excellence, a commitment to crafting garments that transcended mere fashion to become a way of life.

The 3 styles of Represent were born.

• Mainline

• 247

• Blank

Each having dedicated launches throughout the year, with every pillar having a slightly different demographic of customer.

2021 then heralded the birth of the Owners' Club collection.

Branded as 'for enthusiasts, by enthusiasts,' these garments became a symbol of allegiance to the Represent ethos, uniting like-minded individuals under a common banner of style and sophistication.

A homage to rebels, misfits, and dreamers everywhere.

Because Represent isn't just a brand anymore; it's a movement – a movement that refuses to be bound by rules or conventions.

But to realize their true potential George had to make his hardest decision yet.

Although, it also turned out to be his best.

Handing Over The Reigns of CEO

After a Covid growth spurt propelled by the athleisure boom left Represent’s teams and suppliers overstretched, the founders reached their limit when it came to running a business.

Reflecting on the challenges faced during their initial stages, George noted the absence of a clear blueprint for building a brand, especially in the fashion industry where behind-the-scenes operations remain largely undisclosed.

“I was trying to be CEO and Mike was trying to create collections but we had 10 titles each.” 

George recognized the need for a change and enlisted Paul Spencer, a former Puma European sales director, to take over as CEO.

Putting his ego to one side.

“We were doing like 35 million revenue, had to sort things out.”

This move aimed to transition Represent from a mere brand to a well-structured business entity.

Spencer's appointment brought valuable insights from his experience managing substantial budgets and navigating diverse geographies, shedding light on crucial aspects of business operations that George and Mike had overlooked.

They were merely just designers after all.

Analytics were integrated into decision-making processes, teams were expanded, HR protocols were established, and efforts were directed towards international expansion.

The shift in focus from brand-centric to business-centric strategies marked a pivotal moment for the brand’s trajectory.

George realised he needs to spend his time doing what he does best.

So he engaged with their audience, responding to hundreds of direct messages daily to understand customer sentiments.

The establishment of the Rep Talks Facebook group further solidified their connection with the community.

Expanding beyond the digital realm, Represent re-ventured into physical retail spaces, organizing in-store activations and pop-up stores across prominent locations in Manchester, London, and Berlin.

The physical release of their collaboration with Liam Gallagher garnered significant attention, drawing thousands of attendees to their Manchester event.

Embracing their passion for fitness and healthy living, George and Michael prioritized creating a conducive environment for their team members by establishing a dedicated gym space within their workspace.

They nurtured something magical.

A place where people want to work.

Guys and girls getting after it doing workout sessions together at 6am.

And they began doing meetups with the community, where everyone would get together for a 5k run on the streets of Bolton and Manchester.

These initiatives underscored the brand's commitment to fostering a holistic lifestyle encompassing both work and personal well-being.

Now, despite a saturated contemporary menswear market dominated by the likes of Palm Angels, Ami Paris and Fear of God, Represent’s annual revenue is projected to reach £250 million by 2025. 

But beyond the numbers lies a deeper truth - a testament to the power of vision, perseverance, and unwavering belief.

As Represent continues its journey, George emphasizes the importance of patience and the value of learning through trial and error.

Each garment, each decision, contributes to the brand's narrative, shaping its identity and reinforcing its ethos.

For George, Represent is not just a brand - it's a way of life, embodying the spirit of creativity, athleticism, and rebellion.

To him, it’s everything.

In George’s words: ‘F**k Motivation’

Rely on discipline. Keep pushing and let obsession become your biggest competitive advantage.

Safe to say he passed his college project.

And to all the doubters who thought he’d end up having to settle for running his Dad’s business?

Well, let’s just say actions speak louder than words.

And I for one believe the best is yet to come.

Top 5 Takeaways:

1) The Tortoise Wins The Race: George has regularly spoken about his past frustrations of seeing other brands blowing up overnight when he was 5 years in with not much to show. But through scaling slower they built up a loyal base of fans and now suddenly they’re an overnight sensation. Remember, the tortoise wins the race in the end, not the hare.

2) Live It, Breath It: Businesses are reflections of the founder’s and employee’s personalities. If your core principles do not align with the mission of the business you will not have a deep reason to keep digging when the going gets tough. The reason Represent survived is because to George and his brother Mike it’s everything - and it truly does represent their personality as people.

3) Community Over Customers: Social media has been amazing for connection but in today’s world people crave deep meaningful connections. Especially offline. When Represent put on a 5k run at 6AM in the morning and 100 people show up it goes so much deeper than just the clothes they’re buying. They’re not just customers, they are part of a movement - something bigger than them - and they will support the brand through thick and thin.

4) Let Go Of The Reigns: The hardest thing is letting someone else come in to run your company. But if managing people, finances, and negotiations isn’t what you truly love it’s best to accept it and hire someone. Just like George did and it turned out to be the best decision he’s ever made.

5) F**k Motivation: If George and his brother relied on working when they felt motivated they wouldn’t have got through all those dark times. This is why he says work life balance is B.S. To build anything great you need obsession. Use pain to drive you and turn it into a mission to help others.

Growing up in the North of England this story is even more inspiring. Just 2 local lads who had big dreams and an unwavering conviction to express themselves to the world through clothing and art.

It’s not going to take days to build something massive. Not even years.

But if you’re obsessed for decades you will eventually break through.

And if you want to get a taste of what 12 years’ worth of blood, sweat and tears has resulted in check out their website here: https://uk.representclo.com/

Their standard of clothing is on another level.

And if you have got huge ambitions but haven’t broken through just keep pushing. Your day will come.

Until next time keep dreaming like a Giant.

But fight and believe in your dreams like a God Damn Underdog.

Yours truly,

-Nigel Thomas

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