Represent relaunches Owners Club, adds women’s line, Man U’s Mason Mount fronts campaign

British luxury fashion brand Represent is expanding its signature, bestselling line Owners Club and boosting it on two fronts. First, it’s chosen Manchester United and England footballer Mason Mount to star in its elevated men’s campaign. And second, there’s also the introduction of a debut women’s Owners Club range.

Meanwhile, Mount isn’t just any campaign face, as he was chosen for his story of “discipline and confidence” which just happens to mirror Owners Club’s own ethos as a “symbol of dedication, identity, and timeless British style”.

It comes with an all-new 33-piece Owners Club range that’s been designed to feel “universal, with a pioneering new block that defines the future of Represent silhouettes”.

The T-shirts have been re-cut with a slightly cropped fit and a subtle slub texture in the jersey, “allowing for versatile wear while maintaining the signature Owners Club aesthetic in a more minimalist form”.

Fit, meanwhile, remains Represent’s “north star”.

The collection includes a new 280 GSM rugby jersey that pairs with denim or sweats, as well as a new 380 GSM loopback hoodie (fully cotton and finished with a unique carbon treatment), “delivering an ultra soft feel without compromising its heavyweight structure”.

Breaking from the brand’s usual black and white palette, the range introduces a “more nuanced colour story”: Faded Black, Smoked Rose, Buttercream, Flat White and Ash Grey.

Each piece is produced from European organic cotton, with jersey produced in Portugal, “marking Represent’s most sustainable Owners Club release to date and continuing to refine its approach to craftsmanship, quality and fabric innovation”.

For the first time, Represent has also created that dedicated women’s Owners Club range. It has introduced a new cropped zip hoodie, a reimagined baby Tee, and a relaxed fit wide-leg sweatpant. Each piece carries the same premium fabricats and finishing as the men’s collection “but with proportion, comfort, and wearability redefined for a female silhouette”. It’s available in Smoked Rose and Ice Grey Marl colourways.

And Represent co-founder and creative director George Heaton’s view? “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.”

Represent’s reimagined Owners Club collection has now launched globally at representclo.com and in its Manchester, London, and LA stores.