From My Garden Shed to $100m Business Empire! “That Letter Was the End of Represent” - George Heaton (Video)

In this 25 March 2024 video from The Diary Of A CEO, host Steven Bartlett sits down with George Heaton, owner and creative director of the British luxury streetwear brand, Represent.

https://youtu.be/sb2kXdfJmww

Contents:

0:00 Intro
02:40 What is the mission you’re on?
02:50 What made you obsessed with winning?
02:50 What influence did your father have on you?
04:37 What was your brother Mike like?
05:04 What did your parents do for a living?
05:28 Did you always grow up wanting to be in fashion?
06:12 The influence your older brother had on you
07:09 When was the idea of Represent born?
09:38 Where did that chip on your shoulder come from?
10:11 What was his shedding phase like?
12:07 Starting Represent in 2012
14:37 Why don’t people start?
17:04 How do you feel now about the old products you used to make in the shed?
17:49 What do you say to people who want to start their business?
18:35 Trying to scale the business
19:48 Hiring people
25:51 How do people get the answers they need to take them to the next level?
26:44 What made you step out of the CEO position and hire a CEO?
29:05 A phase where you didn’t like yourself
30:53 How did you know you wanted to change?
33:56 Creating those next steps for the business?
40:29 Creating a solid company culture
41:24 Self-awareness
42:42 Staying in touch with the business side of things as a creative
46:23 The letter that nearly ended Represent
50:38 Company lawsuit
53:39 What his experience of it was at that time
55:55 What makes Represent special?
58:09 What is it about Represent that we don’t see?
01:00:08 People stealing Represent’s designs
01:02:38 How do you view money now?
01:04:23 What it’s been like trying to create a life outside of the business
01:05:39 The brand being linked to your self-esteem and identity
01:09:34 How important is it that you surround yourself with the right people?
01:11:01 Romantic Relationships?
01:15:40 Opinions on work-life balance?
01:20:27 Advice on how to run a clothing line
01:24:13 How to get the motivation to go do the thing
01:25:14 What have you learned from hiring?
01:26:43 What if Michael decided he wanted to stop?
01:30:05 What is next for George?
01:31:37 What is the next goal?
01:32:57 What are you good at?
01:36:06 The last guests question