Surprise at BIG Glilot: Sought-after fashion brand opens its first dedicated space in Israel
After recording a double-digit percentage jump in sales and becoming one of the most sought-after in Israel, the British street-luxe brand REPRESENT is opening its first dedicated independent space inside the FACTORY 54 store at BIG FASHION.
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FACTORY 54 is launching at its store in BIG FASHION Glilot the first dedicated SHOP IN SHOP in the region for the British brand REPRESENT, one of the fastest-growing and most talked-about names in the street-luxe fashion scene globally and in Israel.
The brand has been sold at FACTORY 54 since 2022, and within just four years it has become one of the most sought-after and leading street-luxe brands in the chain. Following its success among the Israeli public and the growing demand for its collections, FACTORY 54 is now launching the first dedicated REPRESENT SHOP IN SHOP in the region — a move that expands the brand's presence in Israel and gives it, for the first time, an independent space that showcases its design language and content worlds.
REPRESENT at the FACTORY 54 store (Photo: Roman Balashov)
The new SHOP IN SHOP will offer a wide selection from the men's collection for the season, including t-shirts, sweatshirts, denim items, trousers, outerwear, shoes, and accessories. Alongside the iconic items associated with the brand, including models from the Owners’ Club collection, new items from the current collection will also be displayed.
The opening of the SHOP IN SHOP is part of FACTORY 54's continued investment in the street-luxe category and the expansion of the presence of leading international brands in Israel. The move allows the local public to be exposed to a wider and deeper selection of REPRESENT and to experience the brand in a dedicated shopping environment, as part of FACTORY 54's international fashion mix.
In recent years, REPRESENT has become one of the most sought-after names among luxury and street fashion enthusiasts globally and in Israel. The connection between uncompromising quality, precise cuts, and minimalist aesthetics, alongside influences from the worlds of sports, music, and urban culture, has positioned it as one of the most prominent voices of the new generation in men's luxury fashion.
REPRESENT at the FACTORY 54 store (Photo: Roman Balashov)
The brand was founded in 2011 in Manchester by brothers George and Michael Heaton, out of George's graphic design study project. The starting point was particularly modest: a series of 25 printed t-shirts, produced on a budget of 150 GBP and sold to friends and the immediate environment. What began with manual t-shirt printing in the family home's backyard gradually developed into a full wardrobe and a brand with a loyal international community.
Over the years, REPRESENT has established a clear design language, relying on relaxed and oversized silhouettes, high-quality raw materials, advanced washing and finishing techniques, and a restrained color palette. Among the items identified with it are t-shirts in the brand's distinct cuts, denim items, sneakers, and the Owners’ Club collection, which has become one of its hallmarks.
REPRESENT's growth has turned in recent years from a digital success story into an international retail phenomenon. In 2023, the brand reported sales of 80.8 million GBP — an increase of about 67% compared to the previous year — and subsequently expanded its physical operations through flagship stores in Los Angeles, Manchester, and London. Simultaneously, the brand expanded its activities beyond street fashion with the 247 sports and performance clothing line and with a series of collaborations with names from the worlds of fashion and music, including PUMA, Belstaff, Metallica, Oasis, Mötley Crüe.
In an era where the boundaries between luxury fashion, streetwear, and sportswear are blurring, REPRESENT offers a balance between meticulous basic items and statement pieces with presence. Its recognizable aesthetics, alongside the emphasis on quality, community, and a broad content envelope, have made it a prominent choice among musicians, athletes, content creators, and fashion enthusiasts around the world and also in Israel.
The opening of the SHOP IN SHOP at BIG FASHION Glilot strengthens FACTORY 54's status as a home for leading international fashion brands and gives the Israeli public wider access to the world of one of the most sought-after street-luxe brands of recent years.
