247

247 is the performance and activewear line from British luxury streetwear brand Represent, which was founded by brothers George and Mike Heaton in 2011. Launched in 2020, the 247 collection was born from co-founder George Heaton's desire for functional, stylish gym wear that could be worn for any occasion, embodying an 'every day, every scenario' philosophy. The line is designed for versatility, merging Represent's clean, streetwear-influenced aesthetic with high-performance, technical fabrics. Core products include the bestselling 247 pant, alongside a full range of hoodies, t-shirts, shorts, and outerwear.\n\nThe brand has cultivated a strong community of fitness and style enthusiasts, often referred to as 'Team 247,' through social media and events like group runs and workouts. Initially focused on menswear, the brand has expanded to include a dedicated womenswear collection, responding to growing demand. With production in Portugal and Italy, 247 emphasizes quality construction and a refined, functional design. The line has been a significant driver of Represent's growth, positioning itself as a key player in the premium athleisure market through its direct-to-consumer focus and strategic partnerships with luxury retailers.