British luxury fashion brand Represent are running it back, unveiling the expansion of its signature, bestselling Owners Club line. The campaign stars Manchester United and England forward Mason Mount, whose story of discipline and confidence mirrors the ethos of Owners Club – a symbol of dedication, identity, and timeless British style.
Since its launch in 2020, Owners Club quickly became the brand’s most defining graphic, propelling the brand into a new era. But not content with being at the top, founder and creative director George Heaton continually reiterates the importance of not settling and being content.
Inspired by this philosophy, which became the foundation of the new Owners Club collection, Represent underwent an 18-month project to reimagine what made the original collection so powerful, while evolving it for a new generation of wearers.
The new 33-piece Owners Club range has been designed with both this philosophy and a staunch commitment to ‘Fit’ – Represent’s north star. Featuring a range that is designed to be universal, with a pioneering new block that defines the future of Represent silhouettes.
The collection epitomises the commitment to Represent’s core values, as well as their determination to push the boundaries even further, introducing a new rugby jersey that represents the brand’s everyday essence in a refined silhouette. The drop also features the return of a fan favourite, the signature loopback hoodie, which effortlessly combines comfort with fit.
The reimagination of a classic collection isn’t limited to new products; instead, the new Owners Club also diverts from the brand’s preferred black and white palette, introducing a more nuanced colour scheme: Faded Black, Smoked Rose, and Ash Gray.
The collection also includes the first dedicated women’s Owner’s Club range, retaining the Owner’s Club iconic DNA and remoulding it through a refined, feminine lens. The new women’s range introduces a new cropped zip hoodie, a reimagined baby tee, and wide-leg sweatpants with a relaxed cuff. In line with the men’s collection, each piece retains the same premium fabric and finish, but the proportion and comfort are redefined for a female silhouette. The women’s range will be available in Smoked Rose and Sprayed Ice Grey Marl Colourways.
Significantly, this drop marks Represent’s most sustainable Owners Club release to date, with each piece crafted from European organic cotton and produced entirely in Portugal. A reminder that sustainability mustn’t always be compromised for style.
Beyond apparel, Owners Club also offers a lifestyle collection, with socks, bags, and caps all on offer. These everyday pieces not only continue the story of identity and community central to the collection, but they also reiterate evolution and continuity for Represent.
Represent’s reimagined Owners Club collection launches globally on 22nd October at representclo.com and in Represent Manchester, London & LA stores.
