GEORGE and Michael Heaton are among the youngest people who made this year’s Rich List.
The dynamic duo are behind the luxury fashion phenomenon Represent. Here’s what we know about George and Michael.
Who are George and Michael Heaton?
George Heaton was born in April 1993.
According to his LinkedIn, he studied graphic design at Runshaw College.
He later studied graphic design at the University of Salford, graduating in 2014.
Michael Heaton was born January 1991.
It is unknown if he went to college or university.
The brothers grew up in Horwich.
Mike, 34, and George, 32, claim to be “two brothers from Manchester, who don’t really belong in fashion”.
Speaking to The Face, George said: “Me and Mike grew up skating, surfing and snowboarding.
“We didn’t really look like everyone else in the North of England.
“Everyone had skinheads and wore tracksuits, whereas we had long hair and wore oversized tees, skinny jeans and big shoes.”
Michael added: “We used to sit there watching Scuzz and [the TV version of] Kerrang! – no one in our school did that.”
“Throughout school and college, we really embraced this style, and eventually, it evolved into our brand: it’s a true reflection of us,” George explains.
Reflecting on 2011, George recalls a moment of realization during his university graphic design studies when he understood that the usual 9-to-5 wasn’t for him.
“I didn’t want to pursue graphic design as a career. That lifestyle didn’t appeal to me. Our dad ran his own business, and I aspired to do something similar. So, I began printing T-shirts and selling them to my friends on Facebook.”
Before long, he’d moved things over to a Big Cartel site and brought his older brother, Mike, on board to handle the design side of things.
George took charge of marketing, sales, and sourcing suppliers.
That early split has stuck to this day: Mike’s now at the helm of graphics and footwear, while George leads the way on brand direction and product development.
Their designs quickly gained traction among their mates up in the northeast.
Instagram had only just launched, and George took the reins on posting and the momentum started to build.
After graduating in 2014, their dad pushed them to make things official and turn Represent into a limited company.
He even marched them down to the accountant’s office with a pile of handwritten receipts.
“The accountant turned around to us and said: ‘If you’ve not got, say, 50 grand in your account by now, this is probably not worth doing,’” George said.
“I had £150,000 in my PayPal account, so I was like: ‘Looks like we’re on, then!’”
On Instagram, George has 284,000 followers, while Michael has over 91,000.
Neither appears to post much about their personal lives, including whether or not they are in relationships.
However, in 2024, George was seen kissing 31-year-old American model, Ashley Moore.
What are the Heaton brothers’ net worths
The pair are thought to be worth around £122 million, according to the Rich List 2025.
That puts them among the 40 richest people under 40 in the UK.
It has been a good year for the Manchester brothers founders of the streetwear label Represent, whose £180 hoodies and £110 T-shirts have been worn by Kim Kardashian, Justin Bieber and Dua Lipa.
Sales jumped more than 65 per cent over the past years, sending their wealth up £41million.
The pair took a total of £3 million in dividends.
When did the Heatons start Represent?
Represent was founded in 2012, and the brand now has 150 stockists worldwide including Selfridges and Harvey Nichols in the UK.
Over the past few years, the brand exploded.
Represent has a modern 30,000 sq ft head office in Bolton, Greater Manchester.
It was during the Covid-19 lockdown that the brand exploded with online orders.
George stated: “We were such a small brand then, but we decided to start launching consistent products.
“Everyone was at home looking at their phones and so we were doing that every week, and we got this huge snowball of customers when a lot of brands just couldn’t do that consistently.
“It made a new way of thinking for us and how we could run the business. Last year we turned over a record figure for us, and we aim to keep growing from here.”
According to the Manchester Evening News, George said:
“I was 18 when we started this, it has been going a long time but we’ve kept our customers from day one.
My focus is to become a great designer and a great businessman, and to build Represent into a brand that can last forever in the fashion industry.
George Heaton
“We’ve always had that mindset to always be better, we nail it, and then we will always have bigger ambitions – the bigger you get the more you want.
“I think it’s because we are so authentic as brothers and designers , everything we do is for the brand.
“The people who love the brand are like us too, and they’re so into what we do.”
Still, he’s quick to point out that it wasn’t some overnight success.
“Instagram started the brand and that’s how it grew: organically. I didn’t have to pay for any kind of advertising or marketing – I didn’t even know what that was. I didn’t know what PR was.
“I didn’t know anything about business. We had a PayPal account, a Big Cartel and Instagram, and it just started stacking slowly over time.”
They began the brand on the basis of making their own clothes that they would wear with luxurious fabrics but at an affordable price point.
For the next few years, the brothers juggled uni by day and ran the brand in the early mornings and late into the night, packing orders and replying to a growing stream of followers.
Their Instagram began to gain traction with the likes of Justin Bieber wearing their brand.
The brothers are now also known for their passion for exercise and following a healthy lifestyle.
They share this on Instagram and encourage their team to follow this ethos.
According to Men’s Health, George discovered his passion for fitness during the 2020 lockdowns.
Frustrated with the bland, one-size-fits-all look of mainstream gym gear, he decided to create something that matched both his personal style and his relentless, always-on mindset.
That’s how the Represent training range, 247, was born.
It’s quickly become the go-to kit for anyone who takes their workouts seriously but still wants to look effortlessly cool.
He said: “It was during Covid and everyone was working from home.
“I wanted a pant where I could wake up, put it on, go running, sit at my desk and then go to CrossFit in the evening, all while maintaining a look that would transcend all those activities.
“It needs to look great in the office and be able to partner up with a shirt or a tank.”
Represent have also had a collaboration with Motley Crue and plan to launch home and beauty products.
According to Drapers, George stated he was particularly proud of the brand’s hit Terrier sneaker which has sold out multiple times.
He said: “As a creative, demand for your design is really humbling.
“Without doubt, it is the best feeling you can get.
“The biggest lesson I’ve learnt has to be the importance of patience, and the importance of trial and error.
“Everything is a process, and every process tells a story.
“Each garment requires many hours to design, create and adjust before coming to life as a final piece.”
George hopes that Represent will join the ranks of classic brands: “My focus is to become a great designer and a great businessman, and to build Represent into a brand that can last forever in the fashion industry.”
As of 2025, Represent had a net worth of £18.1million.
