In Pictures: Represent opens new pop-up at Selfridges Oxford Street

British luxury streetwear brand Represent has opened a 430 sq ft pop-up on the first floor of Selfridges on London’s Oxford Street, hot off the heels of a dedicated space it opened at Harrods in Knightsbridge in October 2023.

The brand’s latest pop-up, which has no planned end date, is carrying Represent’s ‘Patron of the Club’ jersey range in exclusive to Selfridges colourways of brown and grey, as well as the brand’s AW23 mainline.

Hoodies are retailing between £170-185, tees are £100 and sweatpants are £140.

George Heaton, Founder and Creative Director at Represent, said: “Selfridges is one of the best brands in the world. We started by opening spaces in Selfridges Manchester Exchange and Trafford earlier this year. This was hugely successful, with a high sell through rate on the shop floors, so naturally the next step was to open a Represent ‘lighthouse’ in their London flagship store.

“For the build, we stayed consistent with our clean aesthetic of other spaces across the UK, with backlit branding and a large ‘R’ initial statue. We want our spaces to be immediately recognisable for consumers in the physical space.

"Following this, we have plans to open a final Selfridges space in the Birmingham Bullring store in summer 2024.”