Introducing:
Represent 247
We’re excited to welcome a brand new name to the Superette family: 247 By Represent. This line brings together premium design and high performance utility, now available in both menswear and womenswear. We’re proud to be among the first local retailers to stock it.
A Quick Back Story
Founded in 2011 by British brothers George and Mike Heaton, Represent has become known for its fusion of luxury craftsmanship and streetwear attitude. Each piece reflects a dedication to detail, refinement and constant progression. The 247 line, launched more recently, brings that same ethos into a realm of active lifestyle fashion. It’s designed with the dual goals of performance and everyday wearability in mind.
What Makes 247 By Represent Stand Out
At its core, the 247 collection is built for both movement and style. From performance fabrics to refined silhouettes, each item has been crafted to transition seamlessly between a workout, a street look or a casual outing. The spring and summer releases feature advanced mesh fabrics, anti bacterial treatments and camo prints inspired by natural landscapes.
The women’s line, first launched in 2025, introduces tailored pieces such as the DNA Training Jacket and DNA Legging, made with the same high standard of fabrics and design philosophy.
Here at Superette, the 247 line delivers the luxury aesthetic you expect from Represent, elevated with functional details. Whether you’re after a sleek performance hoodie, a refined active tee or a standout piece that works beyond the gym, 247 has you covered.
Why We’re Excited
It aligns perfectly with Superette’s ethos of elevated, stylish essentials.
It offers both mens and womens options under one unified identity.
The brand’s rapid growth and community driven roots make it a forward thinking addition.
Explore 247 By Represent now, online and in store at Superette. A new era of elevated performance wear has arrived.
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Vendor:
247 X Avenged Sevenfold Nightmare Tee
Regular price $229.00Regular priceUnit price / perSale price $229.00new -
new
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Vendor:
247 X Avenged Sevenfold City Of Evil Tank
Regular price $209.00Regular priceUnit price / perSale price $209.00⠀ -
Vendor:
247 X Avenged Sevenfold Death Bat Singlet
Regular price $199.00Regular priceUnit price / perSale price $199.00⠀ -
Vendor:
Team 247 Oversized T Shirt
Regular price $165.00Regular priceUnit price / perSale price $165.00 -
Vendor:
Team 247 Oversized T Shirt
Regular price $165.00Regular priceUnit price / perSale price $165.00 -
Vendor:
Team 247 Oversized Tank
Regular price $145.00Regular priceUnit price / perSale price $145.00 -
Vendor:
247 Fallen Angel Graphic Hoodie
Regular price $289.00Regular priceUnit price / perSale price $289.00 -
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Vendor:
247 Ease Seamless Loose Fit Tank
Regular price $135.00Regular priceUnit price / perSale price $135.00
The Super Guide
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Behind the Seams: Rickie Dee on Herbert
Our co-founder shares the story behind her new label and her vision for a modern wardrobe shaped by ease, proportion and longevity.
Behind the Seams: Rickie Dee on Herbert
Our co-founder shares the story behind her new label and her vision for a modern wardrobe shaped by ease, proportion and longevity.
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An Evening With Herbert
To mark the launch of Herbert, we hosted a long-table dinner at Superette Ponsonby International. Here’s how the evening unfolded.
An Evening With Herbert
To mark the launch of Herbert, we hosted a long-table dinner at Superette Ponsonby International. Here’s how the evening unfolded.
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Introducing: Drake Street - Wild Fire
The second Drake Street collection takes the brand south. From the cold refinement of northern Italy to the gritty, sun-baked coastline of Sicily. Wildfires included. Drake Street Designer Ryan Foster...
Introducing: Drake Street - Wild Fire
The second Drake Street collection takes the brand south. From the cold refinement of northern Italy to the gritty, sun-baked coastline of Sicily. Wildfires included. Drake Street Designer Ryan Foster...
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247 x Avenged Sevenfold: When the Gym Meets the...
247’s first music collaboration was never going to be with a safe choice. Represent co-founders George and Michael Heaton kept coming back to Avenged Sevenfold in their hardest sessions and...
247 x Avenged Sevenfold: When the Gym Meets the...
247’s first music collaboration was never going to be with a safe choice. Represent co-founders George and Michael Heaton kept coming back to Avenged Sevenfold in their hardest sessions and...