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In Pictures: Flannels x Represent pop-up at the Liverpool flagship store

Tom Bottomley
12 December 2022

Flannels has launched a 1,000 sq ft pop-up shop inside its Liverpool flagship store with cult Manchester brand Represent, running until the end of January 2023.

It’s the first space in a Flannels store that Represent has taken over, having previously taken spaces in Selfridges, the new End store in Manchester and KaDeWe in Berlin. Liverpool was the next stop for Represent to showcase a “city exclusive” range.

Available online and in-store at Flannels Liverpool only, the Liverpool-centric collection houses ‘Represent Owners’ Club’ hoodies, T-shirts and sweatshirts in a racing red, cobalt blue and yellow colourway.

Also released are two new brand icon ‘Reptor’ sneakers, in the same red and blue hues. More standout Flannels exclusives include a red iteration of Represent’s ‘Racing Team Varsity Jacket’, as well as a never seen before ‘Owners’ Club Puffer Jacket’. Prices for the collection range from £85 for the T-shirts to £399 for the varsity jacket.

Founded in 2011 by brothers George and Mike Heaton, Represent is described as a British luxury fashion label. The Heaton brothers have built quite a fashion following over the past 11 years, and their sample sales reportedly draw in mammoth queues, with a “legion of fans” travelling the country to be the first to get hold of new drops.

According to the Flannels website, the brothers themselves have become “big voices in the industry”, appearing in their weekly, much-viewed ‘Behind The Brand’ YouTube series.

A Manchester-born label with a big Northern contingency, this year has seen the duo focus on building new connections in different cities. The result is this latest capsule collection created especially for Flannels, “with Liverpool front and centre”. The pieces take their cues from the red and blue that dominates the city’s football culture.

George Heaton said: “The Represent installation at Flannels Liverpool is a beacon of light for the brand. Combining a Flannels exclusive collection created in the city’s red and blue tones, with the corner space to create a true Represent experience and follows the path of our initial sculpture rollout. Both the red and blue colours are inspired by the local football teams - Liverpool and Everton.”

A new campaign complete with a video has been created to launch the new capsule collection and Flannels pop-up. Heaton added: “We put an idea together where it would be two brothers together in the same household getting ready - one wearing red, one wearing blue, the two colours of Liverpool, of course, splitting off in different directions outside the house but meeting up to come together at Flannels.”

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