From My Garden Shed To $100m Business Empire! “That Letter Was The End Of Represent” - George Heaton
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- čas přidán 15. 05. 2024
- George Heaton is the owner and creative director of the British luxury streetwear brand, Represent.
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
You can purchase all Represent products, here: bit.ly/3PyaKoX
Follow George:
Twitter - bit.ly/4cosMDP
Instagram - bit.ly/3xh1crW
Join this channel to get access to perks: / @thediaryofaceo
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Sponsors:
Shopify: shopify.com/bartlett
This episode of The Diary Of A CEO was filmed at Gold Tree Studios, located in the heart of the Sunset Strip, West Hollywood, California
If you like this episode please can you do me a little favour and hit the like button on the video! I really appreciate you all x ❤👊🏾
🎉🎉🎉🎉🎉MOST PEOPLE GIVE UP TOO EARLY ON THEIR DREAMS, DON'T BE MOST PEOPLE, STAY STRONG AND KEEP GRINDING❤
Fake sincerity is a cancer ♋
Amazing episode as usual, love your questions! George has a lot to learn, he still thinks that business is everything ;)
I am a subscriber, but i dont understand how being a subscriber helps you?
I can see body changing. you are working out for sure, the shoulders are shoulding ❤🔥❤🔥❤🔥
Diary of a CEO bringing in the CEOs. These are the best kind of episodes for me. Extrmely insightful, open, honest, thought provoking and motivational 🙌
Thank you 🙏🏾
Miss the CEO interviews a lot!
Nah , they are all the same.. start with well off parents and a private school .
I prefer the health chats as that's something we can all inspire to be .. more healthy.
I agree. I stopped watching the other episodes. It turned to mainstream media with alarming headlines.
@@MrBigbangbuzzU sound like a lazy excuse maker😒🤷
„Fuck motivation, I don‘t have motivation a lot of times, it‘s more about discipline. It‘s just about getting it done, get up and get it done“ 🙌🏻💪🏻
What punishment do you recieve if it's not done?
I'm lacking the motivation to become disciplined 😫
This is the best part of the whole interview. He deserves to own these quotes.
I agree. I don’t want to overcome the next obstacle many times. But I just do anyway. My motto “don’t have an excuse” it works.
It´s easy to say but hard to do
This was such a refreshing episode. He wasn't very philosophical, rather, he keeps it very human and genuine. He didn't choose to give ideal answers, he spoke his truth about the real world. I really loved how he talked about hard work, being burnt out and how he talked about Motivation.
I'm a brand owner too so this Pod was a really interesting listen.
What’s your brand?
He is a psycho, look at his dead stare all the time
Indeed
Please stop describing everything as ‘human’ , nothing on these podcasts isn’t human.
I have followed the brand for years. George's mindset has inspired myself and countless other young people.
I'm glad you are still having these types of conversation (relating to business). I feel like there aren't so many of these, compared to when the podcast began. I used to listen to all of them but now I filter it.
same
Same - would love it if DOAC had more interviews about overcoming the challenges of entrepreneurship, and how people succeed rather than health related topics.
Yeah I’m with you
Completely agree
Agreed - I prefer business conversations, rather than the 'Gurus' who in reality, most of the time, have just managed to convince the world they are the best, without having any quantifiable evidence
I am not trying to be rude or negative, but as a freedom lover, I really do think it's important to understand how this works, if we want to evolve as human beings. Basically what he is saying at the start, is that he is still going after the childhood pride he felt when other children were impressed with the car that brought him to school. That is a childish notion, which is often cleverly translated into a more mature story when people grow up, but it's still the same thing. And those who have a different kind of childhood experiences, may very well not have the right subconscious patterns to become rich like him, and following his example will not work for them.
My point is, that the most (so-called) successful people (within our current success paradigms) are often driven by childhood notions and traumas that have turned into subconscious goto patterns, just like the rest of the people. The only difference is that successful people have learned these specific behavioral patterns based on their specific childhood experiences, but the principles are the same. Two things drive them (and the vast majority), namely unconscious instinctive fears and desires. Both drives make them prisoners in the sense that they don't know how to escape from them. Their (moments of) happiness still depend on the results of their childhood notions, which means they are actually only trying to relive the past over and over again, while they are unable to make truly free choices in the here and now.
The idea of financial freedom, for example, is a kind of pseudo-freedom that depends on your financial circumstances, while inner freedom does not depend on any circumstances. People chase after these often difficult to reach goals, only to find out that the fear and desire impulses that got them there never stop. It will never be enough because the pleasure it gives is temporary. It's very much like a drug addiction; the more often you get high, the less the effect it has on you, and the more desperate the addict becomes for a new high.
Most drug addictions are the consequences of childhood trauma (see Gabor Maté). The addiction is a kind of running away from the inner trauma through external means, which in many ways resembles the 'I wanna be rich', or 'I wanna be famous' addiction, for example. The inner pseudo-needs created during our childhood, are not actual needs anymore when we are adults, but they still feel that way to us because of our lack of true awareness when it comes to our childhood experiences. True freedom lies in (regularly) bringing these subconscious patterns and their accompanying emotions to full awareness without judgment or engagement, and learn to not depend on them anymore for you happiness here and now.
What's the best way to overcome the subconscious and live a life true to self?
Yes I understand your comments and in child experiences I agree ,
They can make you or break you
Depending on your parents lifestyle and their relationship with their children ,
Also the school they spend their days will shape them by making friendships as well as learning to fit in .
Everyone is different and learning comes with life as we know .
There is no one answer that can express everyone's thoughts and experiences because ultimately we dont know
We choose to find a path and we travel it .
@@suubisss I briefly explained the general way in the last paragraph: "True freedom lies in (regularly) bringing these subconscious patterns and their accompanying emotions to full awareness without judgment or engagement, and learn to not depend on them anymore for you happiness here and now."
This should be taken as learning a different way of going through life, and not as a thing you do a couple of weeks to get rid of something.
How this works best for the individual is a different story. This also depends on the particular childhood issues that one is dealing with. A more general and quite accessible approach is offered by Eckhart Tolle, for example, but it will not be the best way for everyone. His 'method' is based on finding and experiencing the core awareness from which the mind can be observed without judgment or engagement. The advantage of his explanations is that it tends to come with a sense of humor which makes it much lighter and bearable to go through the process. Another advantage is that it can offer more inner peace directly from the start.
not reading that essay
womp womp
I'm really struggling with energy & motivation right now. This video hit home for me big time. Thanks for posting!!
George Heaton’s brand, work ethic, attention to detail and hardcore workout routine is inspiring and motivating!⚡️⚡️
Yes certainly....Very inspiring.
Absolutely love the way how he is so honest, humble and down to earth. We need more guests like him❤
To be creative and with your brother together making a brand is
So much better than selling mini buses .😊
mini busses?
@@musthaveV8 mini business
I think there's a kind of tenacious focus that many people will never understand. It doesnt always make sense to the 3rd party, others often view us as extreme, family doesnt understand why you can't be happy in a 9-5.. it's a lonely road but that's just the price for the kind of intellectual satisfaction this kind of sole business ignition and success requires.
Great podcast! lesson of the day would be to always hire a lawyer to check for any trademark infringements before going live. Kudos to George and his team for going through the storm!
Agreed. He still blamed the company that raised they had the trademark,'all because he decided to...' risking jobs and his own roof
The best podcast to date and I've been here from day one. I feel understood as a business owner and not alone. What an honest podcast. Thank you George!
I am having my breakfast and smiling/laughing as if I was sitting there being part of this conversation. Thank you for doing this, it is incredibly powerful to listen to these stories.
This is what we love to hear! Thank you for sharing. Team DOAC 🙏
relatable yet bizzare presentation of story 😂 kinda makes usound coo coo
“I think you can come out of the other side of burnt out. The more you do, the more you can do.” WOW. This is so validating for me. Loved this interview.
It’s a mindset that comes from people who workout religiously they understand because of results and gains what been started must not stop, because if they stop they will stop with burnout being a sign your human
Steven you ask the best questions! You ask, listen to responses without interruption. Excellent interview!
I LOVE a lot the itnerviews of CEOs when you dont talk just about the success but the cost, being an entrepreneur myself that is very relatable and is amazing
I like the way they use clips of his actual life in this episode. Makes it more relatable and creates a better sense of what he was actually going through.
Haven’t heard of this guy before or the company but his story was inspiring to anyone who needs to get over themselves and follow their dreams. I enjoyed this podcast.
Incredible and insightful interview! Learned so much from someone who has walked the journey and made it. Thank you!
This is a really insightful interview. The depth of George's journey with Represent is inspiring. For entrepreneurs looking to scale, remember that hiring the right people isn't just about skill sets; it's about finding those who share your vision and culture. Sometimes that means looking beyond the resume to their potential and fit with your team's dynamics.
glad you enjoyed it 🩶
So glad to have entrepreneurs back on! 🙏🏽
Yesss lads! The nicest guys in the business and humble as you like! Glad we had the pleasure of working with you both 🤘🏻
Steven, this was one of my favourite episodes I’ve seen George on a few other podcasts with people like @mikethurston. George is as real as they come. More guests like this please. Real people that real people can relate to. Big thanks 🙏
Although I understand many of the things he says, I think balance between personal and professional time is key to a healthy mind and body in the long term
I love this brand anyway but this insightful podcast has just increased my love. Represent is such a good quality brand and hearing this detail into what they go through. Is insane. I love this ❤️❤️❤️
One of the most insightful podcasts I've listened to.
Highly inspirational, keep killing it George!
I absolutely loved the back and forth between you two CEOs! Steven, you were obviously SO invested in this conversation as a fan of this brand and a driven business man yourself! I’ve never heard of the brand but really enjoyed this honest, interesting conversation about how he started and all the ups and downs he’s faced. Excellent interview!
This was incredible. George is 1 Of 1. Appreciate that most about him. Authentic and going after his best. Thanks for this gem!
Wow, that man comes across as very humble, and I'm inspired to start 75 hard
George is unbelievable to go through that as a young business owner. Absolutely flying now. Class!
I haven't watched in a while and this is great. George seems to be very grounded and what a great journey. Inspirational. Thank you :)
I have been following this brand since they were making that colourful t shirts and hoodies in the beginnings. It's nice to see that the shift, especially since 2016.
I bought into this brand in 2014 (still have the screenshot) before most knew about it, it has always felt so well put together. It always had that special feeling for me that I could never put my finger on. Loved this one.
Finally, an actual CEO :D
Funny enough he's no longer CEO. He passed that role on but I think he still acts as creative director and founder.
@@darrenfrancscus7718 Yep you're right but once was.
@@darrenfrancscus7718 Irrespective of him being current CEO or not the guy still owns the company. Much better having these types than cowboys like Jay SHITTY.
Financial planning is like navigation. If you know where you are and where you want to go, navigation isn't such a great problem. It's when you don't know the two points that it's difficult
People dont understand that the prices of things are never going back down. This inflation is deeper than we think. Those buying groceries are well aware that the real inflation is much over 10%. The increments dont match our income, yet certain investors still earn over $365,000 in stocks and assets. Wish I could accomplish that.
Very possible! especially at this moment. Profits can be made in many different ways, but such intricate transactions should only be handled by seasoned market professionals.
Some persons think inves'tin is all about buying stocks; I think going into the stock market without a good experience is a big risk, that's why I'm lucky to have seen someone like mr Brian.
Finding yourself a good broker is as same as finding a good wife, which you go less stress, you get just enough with so much little effort at things
Brian demonstrates an excellent understanding of market trends, making well informed decisions that leads to consistent profit
George is so honest and upfront. Watched him on the @CEOcast podcast and its so good how he doesn't shy away or beat around the bush with any question. Great characteristics which I'm sure he's worked on.
Loved this!
George is such a hard working humble guy. He needs to know that he’s such an inspiration. Thanks for this! Inspired to work hard - and start 75 Hard now!
Thanks for the time stamps in the description. So helpful! ❤
Amazed at your success George!
Fully deserved and glad to say I knew you briefly at school too!
Théo Speaks
So pleased to have CEOs back on! Please continue to have more entrepreneurs on the podcast and a more of a business angle! ❤ you have no idea how beneficial these are to us business owners! Never really heard of George but absolutely obsessed and I can’t wait for represent women’s wear comes out! Thank you again and more CEOs please! Would love to have Emma Grede on!!
‘There’s a lot of negativity around working hard and I don’t like that.’ Agreed 100%. George, you just gained another follower.
Brilliant, Steven. Excellent questions and a very insightful interview with George. Thank you!!
Thank you for your video I study English with this
영어공부하는데 많은 도움이 됩니다 감사합니다 !
Never felt so understood by a stranger. It's great to know other people have gone through the same shit that you're going through. Steven asked some great questions to dig deeper. Well done to the whole DOAC team for the execution of this episode. The images were a nice touch.
This is the first episode on your channel that I was intrigued from beginning to end. I’ve never heard of him or his brand. But George was so humble and inspiring. His responses to your questions were so real. I loved this episode.
Great interview! Steven with the high mileage questions. It was like a health and wellness coaching session for George. Steven, the life coach!
Wish I knew about George when I started my fitness business in Nigeria before relocating to UK. I am learning a lot from this podcast I feel I can still restart my baby(fitness) again, I was clueless and didn’t know what to do. Wish I had this insight I have now. Thank you Steven. I really enjoyed this and George is amazing
The episode I didn’t know I needed. Opened my mind to a lot of things. 🙏🏾
Congrats on 5+ million. One of my favorite channels on CZcams. Such a high quality channel. ❤🤘
Thank you, so much for this. I needed this motivation.🔥🔥
Loves his energy ! makes me feel normal as I am also passionate and could see myself in his shoes and understood his struggles and also going through allot this was a true inspiration
George is a fantastic guest and the questions that Steven asked in this are unlike i’ve heard George answer before. Great interview
George Heaton's journey from a humble garden shed to a $100m business empire is nothing short of inspiring! His story underscores the power of resilience, determination, and unwavering belief in one's vision.
Looking at the products and how outrageously overpriced they are, I would say that if it can be considered a $100 million business, it could quickly turn into a $5 million or $500 million business. Popular brands can become insignificant very fast. The products are very mediocre and horrendously overpriced. 150 Euro for a pair of shorts !!! Fashion and trends change quickly. I would not feel comfortable selling those products at those prices at all.
Never heard of the brand until now, just checked the website, £90 for a t-shirt not even sure what it 'represents'..£90.. how much are people earning these days??
@@UmmahGuidance Ironically it is the people that cannot afford the expensive clothes who buy them on credit , sad world! The wealthy people I know buy clothing from Tk max lol!
@@garethwilliams3048 world's gone mad. £270 for some joggers..I need to take out clothes insurance company..
he felt proud of his dad! that's amazing. This is a lesson in resilience and how a weekness (sensitive skin) can be turned into a strenght
We thank you for promoting our growth in every level !
We appreciate all of your and your teams hard work bringing these podcasts to us. I find them so inspirational and motivating so thank you. I also love the Represent brand, well done George and Mike.
The environment you build around you is everything!
A lot of people work hard in a job that isn't aligned with their passions, they don't own anything at the end of the day, its soul sucking. Easy for this guy to say some of his insights, its respectable and inspiring too.
One of the best interviews i have seen for a while.
Best episode yet and so inspiring!
He is intense in such a complicated way. I have so much respect for him. Now I understand why they charge a premium for their products.
Best podcast I have listened to in such a long time.
This was an incredible podcast and so what I needed to hear today. Humble and exceptional guys 🙏
Beautiful conversation. Made me realize I have nobody to ask for an honest opinion, my family is far from supportive, not to mention being immersed in what I do and wanting to make it as important for society as I do. We all go through difficult times, but the ship with one member of the crew has no chance of moving forward. At best it's floating. Thank you both.
Wasn’t familiar with George until I started my brand and getting exposed to industry leaders and market movers. George is an incredible entrepreneur and his perspective throughout this entire interview is refreshing vs what you see on social media today.
This is exactly what I needed to hear and to learn. We truly reap what we sow if we have raw determination and stubborn hope - grit and a willingness to adapt your vision to reality... that chip on your shoulder. Extremely inspirational. Thank you. Watch this space ;0) God bless everyone ❤
Such a relateable episode! Great interview! Thanks guys 😊
This was so good, what a nice lad he is now after working on himself the way he did. Fair play to you young man
Feel like I’ve learnt and gained so much a wealth of knowledge from this pod episode. Thank you 🙏🏼
George is the goat! I don’t idol anyone but he is the biggest inspiration for young clothing brand owners
Humble, confident and honest. That was interesting, thank you
Love hearing stories like George's. I've seen and felt the quality of Represent clothing on a guy in my office. Great to hear there will be womens wear. Great questions by you Steve as ever, bringing out the humble, the driven, and sacrifices of success. Another DOAC great. 👌🙌
I got demotivated with this podcast. Sadly my life has been a lot of trauma and abuse. Since childhood into adulthood. I'm 38 and trying to snap out of depression and see that there is something to live for. Your videos often motivate me but then seeing that I will have to work hard for 10 years before seeing results means I will be nearly 50 by time I have a life and that's if I make it.
Wish my life wasnt so crap that I wasted all my life and only now trying to get out of this hole. I've left it too late. Hope others dont do what I did. I'm really kicking myself now. Wish i wasnt hurt by others.
Good luck everyone. If you're young then dont wait. Dont let the abusers win.
Please dont give up. The years pass by very quickly, use your time, do not waste it.
Im 52 now, feeling not old. Seems like yesterday being 35.
38? I'm 57 so give me a break. I'm still working on myself,my progress,my success so what is your excuse again. And yes, I had a ton of trauma.
I started again at age 45...
If you're breathing then you're still in the race.
One step at a time.
You know this don't you.
Every day, one step at a time.
Get a journal, write everything down. Motivate yourself.
Good ideas are fleeting. Write them down and review later. Your motivation is within you.
Join positive groups and be perky and light for others.
Fake it until you make it.
You cannot think so big and so far in the future. You just try to improve what you are doing, and grow incrementally. People do not have to spend Years failing and then suddenly they grow huge. It is more like, they continue to grow and then look back and see how far they have come. Also, does not have to take 10yrs. My 1st business, I began as a teenager, and was making great money within 2 yrs. Though I did eventually go out of business about 12yrs later and then it did take some time to grow the next business, but that was due more to health issues. To be honest? If you are not improving and growing in a business, sometimes it is best to stop and start fresh.
One of the Absolute Best. Wow 👏🏼
Stay humble stay true to yourself and most importantly stay making this fantastic content. Thanks for making content worth watching
Thanks for listening Mark 🙏🏾
Brilliant interview - listened to the end 🎉
I’m literally in this situation. Just started my own fashion brand. It’s a long road but hopefully one day it works out 💪 good watch 🙌
Great episode! How he speaks of his journey (mission) makes it sound much more relatable & attainable than one would assume.
I’m in my shedding season I really appreciate this podcast thank you Steven and George!
Your last statement to George was very true! I believe he and the brand has a good impact on people.
The Best content to learn about ourselves and how others got to where they got with a certain mindset. A mindset that delves deep into personal stories that uncover the "human journey" ... on that offers people a Ziegeist level life experience.
Often overlooked in the Represent story is the quality. Yes, it's a higher price point, but the quality is incredible.
‘It’s not even a brand anymore. It’s like a lifestyle.’ This quote right here was gold for me.
Also, the fact that you all persevered through adversities is admirable.
Discipline over motivation 👍
That’s where you’re wrong, this is all marketing talk. The new marketing is this lifestyle they are selling that unattainable, people just don’t realise it yet while constantly selling you new products
@@Itsnotgoodatall You are right, though at this point it's not all that new. Once larger companies realized that to make more and more money they would have to sell people things they didn't need, and more of them then they had a use for, they would have to give up on promoting the product and turn instead to manipulating people's more vulnerable emotions. Buy this car so women will think you're valuable. Buy this truck so men will think you're manly. Everyone will laugh at you if you don't buy this, your children are in danger if you don't buy this, no one will notice you if you don't buy this. Everything is a fashion accessory. Every purchase determines your worth. All of it is strictly for the benefit of the company, or at least the people in a company who take the profits, and it's not much different than fast food restaurants selling food that's physiologically addictive. They all preying on the less discerning parts of the human psyche, but people always cheer for rich people because living vicariously through someone else's success is the next best thing to being rich, while in the meantime carrying the delusion that if you talk a lot about things like discipline and hard work then one of these days poof! Millions of dollars! We can permit the ruthless exploitation if it allows us this fantasy that it could be us one day doing the exploiting.
I love this podcast, and these are the episodes that initially got me involved. No offence to any of the recent guests, but it got to the point it felt like every other week was some “expert” nutritionist - with contradictory advice to that of the previous week. The CEO episodes are excellent 😎
This is a wonderful interview. Thank you
Thank you so much for the wonderful work!
so much insight in this podcast, enjoyed every minute
Nice to see another business ‘focussed’ episode. The episodes recently have seemed to lean towards health.
Great conversation, very inspiring and honest!👌
Thank you so much for sharing this episode. ❤️
I really needed to see this, because this is a journey that I have always wanted to go on too, since I was 7.
After watching this episode, I've learnt that the road to success comes at a price, with a lot of sacrifices and discipline.
When I do become successful one day, I hope that I can still maintain my peace of mind and good relationships with those who truly love & care about me.
Success to me is not necessarily about making billions, but about creating something that fulfils a purpose and stands the test of time.
One stop shop for building a brand. Every one's dream that doesn't exist. They hit the ceiling quick but pushed through. Nice interview.
Thank you Micheal you are such an inspiration very humble as well and thank you Steve inviting real people.
The BEST episode in a long time
such a Good Guy and Genius man🙏🏼
Great episode. Great job by both of you. I actually find myself in the situation George has been in so I can definitely relate and will take some of his and your advice moving forward. Thank you for what you do. Keep it up.
Two great role models for young lads in the UK, right there. Keep off the booze and work hard. Success will follow.
been so keen for this 💪🏽💪🏽
Let me know what you think!
Kudos to the guy for doing what he's done - it sounds like an uphill slog. It really does.
I can't help but take away that this lad was able to go 'balls to the wall' as a kid and do this because he had familial privilege to back him up. He was never at risk of being homeless or losing all of the basics necessary for survival. That's not the story the vast majority of us grew up with. That's not to say he didn't work his ass off, and that's not to say he doesn't deserve his success. It's just not the reality for most of us.
The bit about working through burnout worries me. It's actually pretty dangerous advice to throw out to the public. Please don't feel ashamed if you've suffered burnout and needed time to recover. This guy claims to have 'worked through it', but others have taken their own lives. Burnout is serious, miserable, and deeply traumatic - do what you need to do to be OK. There's never any shame and certainly no bravado to be had working yourself into the ground during a mental health crisis.
Overall, the feeling I get from this guy is that he seems quite unhappy. I've never felt as though I needed a shower after listening to an interview before.
You are not built for this life then.