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Drapers 30 Under 30 2020: George Heaton, founder, owner and creative director, Represent

Age: 26

British streetwear brand Represent was founded by George Heaton in 2012 after he started creating T-shirts while studying at the University of Salford. It now has more than 150 stockists worldwide, including Selfridges and Harvey Nichols in the UK.

Heaton is particularly proud of launching the brand’s hit Terrier sneaker last year, which has sold out multiple times: “As a creative, demand for your design is really humbling. Without doubt, it is the best feeling you can get.”

Starting your own fashion brand is a steep learning curve and Heaton says he is learning new things every day: “The biggest lesson I’ve learnt has to be the importance of patience, and the importance of trial and error. Everything is a process, and every process tells a story. Each garment requires many hours to design, create and adjust before coming to life as a final piece.”

Heaton’s ambition is for Represent to join the ranks of classic British brands such as Burberry: “My focus is to become a great designer and a great businessman, and to build Represent into a brand that can last forever in the fashion industry.”

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