Represent has celebrated success after success in 2019, with no days off. Now the team looks to the expansion of their footwear offering with the launch of the Alpha Sneaker.
This year Represent has taken centre stage of British fashion with a continued demonstration of their eye for detail, inspired design choices, and ability to perform across all areas. Not only did the team deliver heavy hitting Menswear collections, and also took their first steps into Womenswear with expansive AW19 and SS19 drops. Footwear has played a pivotal role within Represents seasonal collections for a while now, and as we stride through the second half of the year sneakers are back at the forefront with the launch of the Alpha. Developed as a luxury everyday wear, the Alpha comes wrapped in Italian hairy suede upper, detailed with heavy contrast stitch lines throughout. Finishing touches are provided by an instantly recognisable red zig-zag stitch to the top eyelet and embossed metal bar that sits across the double suede tongue. Both colourways - black and grey - comes finished with a vintage white midsole complete with a serrated teeth tread.
We chopped it up with the team at Represent to get a better understanding of what this release means, how they settled on the design, and what they have planned for footwear going forward.
COMPLEX: What was the initial inspiration for the design of the Alpha, and did current or upcoming seasonal apparel lines inform the process at all?
REPRESENT: With the Alpha sneaker, brothers George & Mike Heaton wanted to create a luxury everyday sneaker that can be composed with every wardrobe piece we provide. We looked into composing subtleness and ease with the luxuries of Italian materials and a defined lasting shape.
How did you settle on the name for the silhouette?
The original Alpha was created back in 2015, with the view to become a classic staple in a Represent wardrobe. The name Alpha originally comes from a superior or a leader in a pack, which is the exact initiative for this shoe.
Are there any lessons you've taken from previous footwear design and production that have allowed you to improve on the quality and feel of the Alpha?
Most definitely, working with various factories and suppliers has allowed us to open up our ability to use the most luxurious Italian leathers and great stitch houses. Alongside testing silhouettes and opening our footwear range through time enabling us to see what gap is created to fill.
Beyond the initial release are there any plans to expand colour or fabrication options?
Shortly after the initial drop will come the high-top. And for SS20 we open the Alpha further with different fabrications and fastening techniques. Keeping the silhouette consistent and timeless.
Represent's Alpha sneaker is set to release on June 7th via their online store.