Open Residency George Heaton - The Clothing Brand That Should’ve Died, But Became a Cult
8 snips
Nov 25, 2025 
George Heaton, co-founder of Represent and creator of the 247 activewear line, shares his journey of resilience amid a two-year trademark battle that nearly sank his brand. He discusses how maintaining momentum during the lawsuit fueled Represent's growth, revealing the importance of product discipline and community engagement. George emphasizes his personal brand flywheel, the power of authenticity, and the success of strategies like pop-up shops to build loyalty. He also touches on the challenges of footwear design and the financial strategy behind selling a stake in the company.
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Trademark Fight Nearly Ended The Brand
- George Heaton described the two-year trademark lawsuit as the worst time of his life and a period of daily fear and tears.
- Winning the case lifted a huge weight and sparked the brand's biggest growth surge.
Secure IP Early Or Prepare To Negotiate
- Get your trademark and IP checks in place when starting a brand to avoid later legal risk.
- If you're already deep in business, expect negotiation and find an agreement rather than panic.
Work Before The Proof Builds Credible Personal Brand
- George's personal brand grew because he documented 15 years of work and gave away the playbook for free.
- Authentic evidence of product and results made his lifestyle content credible and contagious.
