Represent Spring 2018: “Wide Awake”

Represent Spring 2018 Men’s Runway with model Jason Fuentes

“Wide Awake” Represent’s Fresh New Take on British Streetwear

For their Spring 2018 menswear collection, brothers George and Mike Heaton pulled inspiration from Winston Churchill’s “Wide Awake” WWII propaganda posters. In tribute to Churchill, the British prime minister was depicted as a bulldog above the phrase “Holding the Line!” with the Union Jack behind him. That felt appropriate with these clothes, which mix British patriotism with a touch of punk. The collection entitled “Wide Awake” speaks to the current political climate around the world and the awakening of millennials. The slogan was seen printed on a V-neck sweater alongside an image of Churchill, and on sweatshirts, as well as embroidered on the knee and hem of jeans, along with plaid shorts, pants and hoodies that proudly display the word “England.”

The brothers’ fresh take on British streetwear includes athletic inspired, oversized Under t-shirts, some tucked in and some left loose paired with more constricting bottoms. All rendered in the softest tactile fabrics such as velour and silk that could easily pass as stylish pajamas, especially the matching tops and bottoms. There were track jackets, sweatshirts, zip up hoodies, bombers, denim jackets, lightweight parkas, and even a tough, biker leather jacket.

The mostly black and rich dark, red, and plum color palette was contrasted with pops of white and punchy, tropical prints on shirts that coexist beautifully with their signature extra-soft hoodies and joggers. “It’s more concept-driven,” says George Heaton. “Even more tailored to our interests, and what we like to wear. Our lifestyle. We’re our own target market, our age and taste – and we know what people like us want to see. That’s why it works so well.”


See All the Looks from the Collection

REPRESENT Hell Hoodie • $155
Silk Bandana • Madewell • $12.99–19.50
Dsquared2 Union Jack appliqué T-shirt • DSQUARED2 • $264
Men’s Adidas Originals Beckenbauer Open Hem Track Pants • adidas • $48.74
Photo File Winston Churchill 16-Inch x 20-Inch Canvas Photo Wall Art • $60.99
Gucci Embroidered corduroy jacket • Gucci • $4,500

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