Represent to launch retail space in Harrods with exclusive eight-piece collection

British luxury streetwear brand Represent is launching a 118 sq ft retail space in Harrods in Knightsbridge on 26 October 2023, which will feature an exclusive eight-piece collection.

Having already opened similar spaces in other luxury stores such as Harvey Nichols, Selfridges and Flannels, the opening of the new Harrods installation is described as a “zenith moment” for the brand.

The eight-piece exclusive collection incorporates two landmark designs for Represent, namely the ‘R’ initial and the ‘Owners’ Club’, blended with gold Harrods typography and the famous Harrods ‘Teddy Bear’ respectively – which features on the back of hoodies and Tees.

Represent Co-Founder and Creative Director, George Heaton, said: “The Harrods project is an iconic landmark for Represent. Working in collaboration with the highest level of British luxury department store, we’ve come together to deliver a capsule collection of exclusive pieces designed in-house for Harrods. The build-out is a new take on physical space for the brand.

“For the past 12 years we’ve always known we’re building something special, both with the quality of the product and the image of the brand. Going from designing and storing our product in our parents’ garden shed just over a decade ago, to now having Represent garments showcased in our own dedicated space in the world’s leading luxury store is unbelievable. Being in the company of some of the world’s global leaders in fashion just drives us to want to take this brand further, forever.”

Co-Founder and Design Director, Mike Heaton, George’s brother, commented: “For the Harrods exclusive pieces we wanted to incorporate designs with the highest degree of iconicity for both Represent and Harrods, and create a blend of the two together seamlessly.

“The Owners’ Club is something which has always represented a sense of community and inclusion for us, so it just felt like it was something we had to use. On the side of Harrods, we wanted to showcase a sense of the true luxury that the store is known globally, without just relying on the name.

“We therefore chose to use the Harrods ‘Teddy Bear’, something that has always been an icon for the store, wearing an Owners’ Club hoodie to merge the brand and the store together into a single design.

“For the pieces which feature the Represent initial, we wanted to do the same; choose a quintessential aspect of the Harrods branding that would be known and recognised, without just printing the name onto the garments. We decided to incorporate the gold Harrods typography style into the design, to showcase the level of luxury with which the store is synonymous.”

The Represent x Harrods installation will open for a preliminary period of six months from 26 October 2023, and the ‘Represent x Harrods Exclusive Collection’ will also be available on the Harrods website from the same date.