Mike Heaton is the co-founder and creative director of Represent, one of the UK’s most prominent independent luxury streetwear labels. Founded in Manchester alongside his brother George Heaton, the brand has become a global symbol of modern British design — merging premium craftsmanship with everyday wearability. Mike oversees product innovation, creative direction, and brand operations, helping scale Represent from a garage-born label into a global fashion business stocked in over 150 retailers worldwide. Known for its refined aesthetic, limited-edition drops, and strong community culture, Represent bridges the gap between streetwear and high-end fashion. Beyond apparel, Mike and George Heaton have expanded the brand into lifestyle verticals such as 247 Performance, Owners Club, and Represent Racing, reinforcing the label’s identity as a full-scale cultural movement rather than just a fashion brand.