What to Know About REPRESENT's First-Ever Womenswear Collection
According to its new head of womenswear, Toni Purdie.
Greater Manchester-based clothing label REPRESENT just announced the launch of its first-ever womenswear collection this month, appointing Toni Purdie as its head of womenswear. The brand was founded back in 2011 by brothers George and Mike Heaton and since then, has grown an impressive community of streetwear and luxury fashion lovers across the globe.
Just last year, the brand opened a new flagship store in Los Angeles and now, it’s setting its sights on the womenswear consumer. Though much of Represent’s offering is considered unisex, it’s clear that the demand for womens-specific silhouettes is on the rise. “Streetwear has long been synonymous with male-dominated culture, but women are increasingly seeking fashion that combines comfort with style, just as their male counterparts have done for years,” Purdie tells us.
As REPRESENT drops its first womenswear collection online, we caught up with Purdie to find out more about the process behind it and the future of womenswear silhouettes in streetwear.
Read on for the full interview.
Tell us a bit about the brand’s decision to enter the womenswear market, why now?
The decision to enter the womenswear market stems from already having 20% of the menswear sales coming from female customers, coupled with the request from our key wholesale partners to expand into womenswear, which gave us the confidence and recognition to leap women’s specific collections.
The 360-product offering showcases inclusive, bold, statement-making pieces that reflect the power and individuality of women. Streetwear has long been synonymous with male-dominated culture, but women are increasingly seeking fashion that combines comfort with style, just as their male counterparts have done for years. Now is the perfect timing because there’s an undeniable movement towards female streetwear influencers who are redefining the scene. By launching a womenswear line, the brand is tapping into an underserved market at an attainable price point. Our women want a wardrobe that finds the balance between chic wearable products that have an edge and the attitude of a streetwear brand.
This new collection embraces the energy, creativity, and rebellious edge of REPRESENT heritage. But is tailored to fit and celebrate women’s bodies, while staying true to the brand’s roots of authenticity and innovation.
What were some of the key considerations you had in mind while creating the women’s specific silhouettes? What are the biggest differences in terms of fit and shape?
When designing the women’s specific silhouettes, our focus is always centered around proportion play. Taking the men’s fits as a starting point but funneling them through a women’s lens. A key consideration was ensuring that the pieces celebrated the female form while maintaining the authentic, oversized streetwear aesthetic that the brand is known for. We focused on creating silhouettes that offer both comfort and confidence, with an edgy spin.
One of the biggest differences in terms of fit was how we approached proportion. Streetwear traditionally features boxy, oversized shapes, but for women, we aimed to balance that with slightly more defined waistlines and feminine cuts, without compromising on the street-ready look. This meant refining the length of hoodies, sweatshirts, and jackets to offer a more flattering drape.
Another important consideration was the fabrics and materials. We used sustainable, soft-touch, lightweight, breathable fabrics that move with the body, providing both ease of wear and durability, while ensuring that the garments still maintain the signature oversized vibe. Ultimately, the goal was to create a collection that feels powerful and authentic to the REP DNA, yet tailored and comfortable for women who want to make a statement, without it looking forced.
What can you tell us about REPRESENT’s female consumers? How is what they’re looking for different?
REPRESENT’s female consumer is dynamic, confident, and unapologetically stylish. She’s someone who embraces her personality and wants to incorporate it into her style in a way that feels authentic to her. She’s a trailblazer, seeking out high-quality, standout essentials, claiming space in what has traditionally been a male-dominated scene.
What sets her apart is the nuanced way she styles herself. While the core consumer is typically looking for bold, oversized pieces with an emphasis on statement designs and durability, the female consumer is also looking for a blend of femininity and functionality within that same framework. She may be more focused on pieces that provide a flattering fit and versatility, allowing for a seamless transition from day-to-night wear or from casual to more elevated looks.
Additionally, the female consumer values inclusivity and individuality. She wants clothing that not only feels like it was made for her but also aligns with her values — whether that’s sustainability, self-expression, or pushing against the status quo. She’s keen on finding garments that allow her to embody the same streetwear spirit but with the added element of personal style.
How do you hope to see the womenswear landscape in streetwear evolve? What changes still need to be made?
There is still a lot of room for growth in terms of inclusivity, diversity, and representation. I feel there is also a lack of emphasis on sustainability, especially given the increasing consumer demand for eco-conscious fashion. We still have a long way to go on this but having it front of mind ensures we address the opportunity for our brand to adopt more sustainable practices.
