British streetwear brand Represent is set to unveil its first womenswear collection under the performance line 247, featuring sustainable fabrics and a pop-up event in London.
The British streetwear brand Represent is set to unveil its inaugural womenswear collection under the performance-focused line 247, with a pop-up event scheduled from April 9 to April 27 at 52 Brewer Street in London’s Soho. This launch features a 14-piece collection designed to offer “timeless pieces you can wear both in and out of the gym,” which includes key items such as the ‘DNA Sports Bra,’ ‘DNA Legging,’ and ‘DNA Training Jacket.’
The 247 Woman collection is noted for its emphasis on durability and performance, utilizing a variety of sustainably sourced fabrics to align with eco-friendly practices. This move comes as a continuation of Represent’s commitment to environmental awareness while catering to the needs of a growing market segment.
George Heaton, co-founder and Creative Director of Represent, expressed enthusiasm about the launch, stating, “The rate at which 247 has grown since its inception in 2020 has been incredible. Launching 247 Woman was the natural next step for the brand.” He emphasized the existing demand among the brand’s female community, adding, “We have so many women already in our community who attend our events and runs all over the world, so we know the demand is already there.”
Toni Purdie, the Head of Womenswear at Represent and former head of design at Topshop, spearheaded the collection’s design. She explained the objectives behind the 247 Woman line, noting, “When creating both Represent and 247 Woman, the aim was to give them their own identities while taking inspiration from what the menswear line has already established.” Purdie elaborated that the collection focuses on building a “solid foundation,” showcasing meticulously developed performance fabrics intended to combine style with functionality.
Following the initial launch, further drops for the 247 Woman collection are planned for release later in the year, promising to expand the offerings and cater to a wider audience.
Source: Noah Wire Services
