The brand Represent has opened its very first store, a more than 3,100sq ft location in West Hollywood, California.
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. 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 50ft glass frontage.
Represent is located in a trendy neighbourhood 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 Los Angeles 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.
