Premium brand Represent has been ramping up its launch programme of late and fresh from its womenswear debut and Selfridges pop-up, the company has now unveiled its biggest collection yet for its performance-wear label, 247.
Represent 247
It’s a good time to expand the scope of the label that was launched only in 2020. Performance labels across the price spectrum are seeing strong results, from premium names like Castore that continues to grow fast to mass-market offers such as M&S’s Goodmove and H&M’s Move that are among those retailers’ best-selling products.
Only this week, a new study from CACI also showed that gym membership in the UK is soaring and fitness brands are booming.
So what has Represent come up with? The fast-growing 247 has launched a 65-piece offer for SS25 with a ‘nature-inspired’ collection that includes popular 247 staples in seasonal colours, alongside new products that offer layering options for the colder months, such as the Lightweight Gilet and Running Quarter Zip.
Rivington Pike, a favourite hometown running destination of Represent founder and creative director George Heaton, forms the inspiration for several pieces within the collection — a concept that first featured in the Arc-2 Trainer, 247’s entry into performance footwear that launched in January.
Also important are the Realtree print, “building upon the success of” the recent sell-out ‘Represent x Realtree’ mainline collection. The trending camo print is seen on core training items such as the 2-in-1 Short and Hooded Training Jacket.
The collection also features a new colourway — bold ‘Speed Green’ — on key pieces, as well as introducing a new Motion design for the Oversized T-Shirt and Oversized Hoodie. Essential training accessories such as headwear, chest rigs, and gym bags complete the range.
The offer also features technical fabrics, seamless designs and features such as sweat-wicking and antibacterial treatments.
