Represent opened the doors to its first-ever brick-and-mortar store in West Hollywood, California. Co-founder and creative director George Heaton sat down with the Associated Press to chat about Represent and its activewear sub-brand 247. The UK clothing brand is a blend of both Southern California and British fashion, as a result of co-founder George Heaton's love for Southern California skate and surf culture as a young boy growing up in Manchester.