247 by Represent, the performance-focused line from British streetwear brand Represent, has launched a new men’s collection for SS26 inspired by the aesthetic of the Los Angeles ’84 Olympics.
Blending elevated everyday wear with technical performance, the range integrates Represent’s mainline DNA into its performance category with contemporary silhouettes.
The colour palette evolves from core neutrals into bold cayenne tones, while the LA ’84 Olympics-inspired star logo and torch motif nod to vintage athletics.
Key pieces in the range include the 247 ‘Torch Crop Tee’ in the brand’s signature boxy cropped fit, featuring heritage-inspired graphics and washes, and the PU coated ‘Foil Jacket’ with neck and hem adjusters for a more tailored fit.
There’s also accessories such as the 80s-inspired ‘Duffle Gym Bag’, and the ‘Running Belt’ – which was worn and tested by TEAM 247 athlete Jake Dearden during his 2:22 marathon in Houston in January.
George Heaton, co-founder and Creative Director of Represent, who now resides in Los Angeles, said: “Since moving to LA and bringing Represent to America, the city has been a constant source of inspiration for the brand.
“Vintage designs have always been integral to Represent, so it felt natural to bring them to the 247 line whilst paying homage to the city as our second home. With the next Olympics set to take place here, it felt especially relevant.”
The 12-piece hybrid training collection, which launched yesterday evening, is designed for athletes who move between strength, running and HYROX.
Read TheIndustry.fashion’s interview with Head of 247 by Represent, Matt Shotton.