Reintroducing Owners Club

REINTRODUCING OWNERS CLUB: A NEW CHAPTER FOR OUR MOST ICONIC COLLECTION

Coming Soon: 22.10.25

Announcing the expansion of our signature Owners Club line, fronted by Manchester United and England midfielder Mason Mount. A natural embodiment of the Owners Club ethos, Mount’s story of discipline, confidence, and individuality reflects the spirit at the core of Represent - a commitment to dedication, identity, and timeless British style.

“I believe this is our best collection yet. Everyone who’s seen it in the studio feels the same. It keeps the essence of what Owners Club stands for, community, quality, and identity, but evolves it into something more refined. This is the next era.”

George Heaton, Founder and Creative Director.

The Beginning

When we first launched Owners Club in 2020, it quickly became one of our most defining graphics. Until then, we had never featured a bold logo across the front or back of a garment. Its success marked a turning point for Represent - a moment that propelled us into a new era and established Owners Club as a business within the business.

The Evolution of Owners Club

Our Founder and Creative Director, George Heaton, recalls a quote from former New Zealand All Blacks head coach James Kerr that has stayed with him:

“When you’re at the top of your game, you’ve got to change your game.”

That mindset became the foundation for the new Owners Club collection - an 18-month project dedicated to reimagining what made the original so powerful, while evolving it for a new generation of wearers.

The collection has been designed to feel universal, introducing a pioneering new block that defines the future of Represent silhouettes. The t-shirt has been re-cut with a slightly cropped fit and a subtle slub texture, while a reversible inside-out construction offers versatile wear with a more minimalist expression of the Owners Club aesthetic. As always, fit remains our north star.

Refined Fits, Evolved Palette

A new 280 GSM rugby jersey joins the lineup - a piece that pairs effortlessly with denim or sweats, capturing the everyday essence of Represent through a refined, elevated silhouette. The signature 380 GSM loopback hoodie returns, crafted from fully cotton fabric, double-washed, and finished with a unique carbon treatment for an ultra-soft hand feel without compromising its heavyweight structure.

Breaking from our usual monochrome palette, the collection introduces a more nuanced colour story:

Faded Black - a washed tone with a soft blue-grey tint

Smoked Rose - a deep red base with a washed finish

Ice Grey Marl - a warm neutral with a subtle sun-faded spray effect

Crafted with Purpose

Every piece is crafted from European organic cotton and produced entirely in Portugal, marking our most sustainable Owners Club release to date - a reflection of our continued commitment to craftsmanship, quality, and fabric innovation.

Beyond apparel, Owners Club now expands into lifestyle — introducing socks, a tilt bag, and caps that carry the same spirit of identity and community at the heart of the collection. These everyday pieces represent both evolution and continuity for Represent, extending the Owners Club story into every aspect of daily life.

Owners Club Womenswear

For the first time, we’ve introduced a dedicated Women’s Owners Club range -created to preserve the DNA and attitude of Owners Club, while reimagining it through a refined, feminine lens.

The collection debuts new silhouettes including a cropped zip hoodie, a reimagined baby tee, and a wide-leg sweatpant with a relaxed cuff. Each piece mirrors the premium fabrication and finishing of the men’s line, with proportions, comfort, and wearability redefined for the female silhouette.

Available in Smoked Rose and Sprayed Ice Grey Marl, this marks a new evolution of Owners Club - the same spirit, through a new perspective.