The 247 Woman collection marks a bold new chapter for Represent’s performance wear arm, unveiling its first-ever women’s line that promises to captivate both fitness enthusiasts and fashion connoisseurs.
Represent, one of the UK’s fastest-growing fashion brands, is riding high on its recent surge in popularity and is set to drop an initial 14-piece collection—with more exclusive releases planned later in the year.
Melding high-performance functionality with Represent’s signature streetwear aesthetic, the 247 Woman collection is arriving at a time when the global luxury athleisure market is forecast to grow by 8% in 2025, reaching nearly $7 billion. This collection isn’t just about style—it’s designed to deliver timeless pieces that effortlessly transition from the gym to everyday life.
To celebrate this landmark launch, following the unveiling of Represent Woman in February, the brand will host a three-week 247 pop-up on Soho’s Brewer Street from 9th April.
The first week of the event is dedicated entirely to the new womenswear offering, inviting shoppers to experience the collection firsthand.
Divided into two SS25 drops, the line boasts highlights such as the 247 DNA Sports Bra, 247 DNA Legging, and 247 DNA Training Jacket.
Each piece exemplifies the 247 ethos—providing versatile, durable, and stylish options for every workout and every outing.
247 Woman was designed by Represent’s Head of Womenswear, Toni Purdie, former head of design at Topshop, who spoke on the collection:
“When creating both Represent and 247 Woman, the aim was to give them their own identities whilst taking inspiration from what the menswear line has already established.
Our first 247 Woman drop is all about creating a solid foundation. We have spent months developing and trialling best-in-class performance fabrics to create our core collection of gym wear with lasting style that can go the distance.
The ‘On a Mission’ ethos of the 247 brand is all about inspiring people to perform at their very best, whether it’s day one of their fitness journey, or day 4,000 – we want to give people the confidence to go and achieve great things, without having to sacrifice their style.”
Sustainability is also at the heart of the new line, with each piece crafted from sustainably sourced fabrics designed to endure rigorous training while remaining kind to the planet.
George Heaton, co-founder and Creative Director of Represent, adds: “The rate at which 247 has grown since its inception in 2020 has been incredible.
Launching 247 Woman was the natural next step for the brand. We have so many women already in our community who attend our events and runs all over the world, so we know the demand is already there.
It’s been exciting to see the 247 Woman collection come to life in its own true style, whilst retaining the signature look and ethos of the original line.”
The 247 Woman collection will be available at the 247 pop-up from 9th April and online at representclo.com/247 from 8 pm GMT.
