By Allison Watkinson
TLL Reporter
Represent has launched a licensing partnership with Guns N’ Roses to release a collaborative capsule collection inspired by the rock band.
Designed for Guns N’ Roses 2025 European tour, the collection combines motifs from the band’s history with Represent’s vintage fashion aesthetic.
The full range features 7 licensed products including an embellished hoodie, a vintage denim set, a heavyweight tour hoodie and oversized graphic t-shirts.
“Guns N’ Roses x Represent is really the pinnacle of brand and band collaborations,” said Represent creative director, George Heaton. “It’s been a very long journey to get to this monumental moment, where we’ve been able to really work into the band’s design language with our luxury aesthetics and vintage washing and distressing to curate this collection,” added Heaton. “We’re so deeply ingrained in rock music from a personal appreciation and a brand aesthetic, this marks our 5th rock collaboration, and each time we’re able to adjust and refine to create such a unique feeling of vintage luxury.”
The licensing partnership with the fashion brand was brokered by Bravado as Guns N’ Roses official representative.
Before its official debut, a limited pre-sale of the collection was held in Represent’s Manchester and Los Angeles stores and Selfridges London & Birmingham locations in June to highlight the Guns N’ Roses UK tour dates. The full Guns N’ Roses capsule collection can be purchased exclusively through Represent’s e-commerce website.
Founded in 2011 by George and Mike Heaton, Represent is a British luxury fashion label that creates high-quality garments using a meticulous design and production process.
A division of Universal Music Group, Bravado is a global agency and lifestyle company that offers its services to entertainment brands and recording artists. Bravado represents artists across more than 40 countries worldwide and provides services related to sales, licensing, branding, marketing and e-commerce.
Image Courtesy of Represent.
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