April 20, 2024

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‘Not Many People in Fashion Are Diligent With Fitness’

2 min read

Looking like a fitness model is one thing. But feeling strong, fit and energised is something very different. For George Heaton – co-founder of British streetwear powerhouse Represent and Men’s Health’s latest cover star – it wasn’t enough just to look good in the clothes he sells; he wanted to feel good in them, too.

Along with his brother Michael, Heaton founded Represent in 2011. But only in the past five years has he really started to take his training seriously – a fact that makes him stick out among the fashion crowd, he says.

‘I was always a morning person – I was never a heavy drinker and wouldn’t take a load of drugs or whatever. That was never me,’ he tells MH. ‘When you think about creatives in fashion or the arts, you have this idea of people whose outlets and hobbies aren’t quite as healthy… That’s something that kind of held me back for a while because I thought I had to be that way. Everyone in fashion is nocturnal and they’re up at night drinking. Not many people in fashion are extremely diligent with fitness.’

george heaton mens health

Hamish Brown

But Heaton chose to do things his own way. Today, his training comprises everything from functional fitness and marathon-running to CrossFit and bodybuilding. Running, in particular, has played a significant role in his creative output.

‘What I’d read about running is that the high and how you feel after a workout is a form of creative expression,’ he says. ‘[I thought], “Why can’t I try to figure out if that’s the way it works for me?” I found an area where I could express what I’m feeling on those long runs. For me, that’s when I’m actually thinking about things and where the best ideas come from. You’re finding that sense of stillness where the creativity can come through.’

With his Represent 247 clothing range – which is designed to be stylish enough for everyday wear, but functional enough for the gym – Heaton believes he can help others make the transition into fitness-as-a-lifestyle, too.

‘A lot of our customers were that guy who was drinking at night and partying and not into their fitness. Now they’ve changed their lives through the brand,’ he says.

a man on a magazine cover
Lettermark

Scarlett Wrench is the Senior Editor at Men’s Health UK.

With more than 12 years’ experience as a health and lifestyle editor, Scarlett has a keen interest in new science, emerging trends, mental well-being, and food and nutrition. For Men’s Health, she has carried out extensive research into areas such as wellness in the workplace, male body image, the paradoxes of modern masculinity, and mental health among school-age boys.

Her words have also appeared in Women’s Health, Runner’s World and The Sunday Times.

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