After Heron Preston launched his namesake label in 2017, it didn’t take long for a cool, downtown crowd to flock to the streetwear brand—especially given he once also DJ’d as part of the Been Trill collective alongside Virgil Abloh and Matthew Williams, and served as an art director to Kanye West. Since he was such a notable name in New York’s new creative class, and a regular fixture during NYFW, his recent disappearance from the spotlight has been puzzling, with many wondering: What exactly happened?
But now, there’s good news for Heron Preston fans: He’s back. Today, Preston is formally relaunching his namesake label—and its new outlook reflects what the designer has been quietly working on behind-the-scenes. Earlier this year, Preston bought back all rights to his label from New Guards Group, the Italian luxury holding company that had been controlling the brand since its launch. (The group, which has owned brands like Palm Angels, has been undergoing financial restructuring.) Call it a reset: Preston now owns and operates 100% of his brand, and he says it will now feature a more sophisticated and grown-up attitude going forward. “[Before,] it felt like I was having to execute someone else’s vision,” says Heron. “But now, I feel like I have a new lease on life, where I can finally control my creativity, vision, and voice. Artists should own their own work.”
Photo: Courtesy of Heron Preston
Photo: Courtesy of Heron Preston
With his current brand, Preston says he wanted to focus on sleek, well-cut wardrobe staples that are fit for everyday wear. “It’s designed for people who don’t need to wear a spectacle to feel confident,” Preston says. While his previous collections have leaned heavily into statement graphic tees and bright oranges (his signature hue), his new clothes now better represent where he is at in life at the moment—a grown-up, a new dad—while still nodding to the edgy spirit his brand became known for. “I’ve been tapping into old Heron,” he says. “Looking at old photos and blogs of when I moved to New York City from San Fransisco, and bringing that into a new world.”
The new pieces will be rolled out slowly. Preston will be releasing small capsule collections in drops, with seven key items in each batch. “We want to build a wardrobe block by block—not dumping an entire assortment of pieces on you, which I feel is overwhelming,” he says. Each drop will have a distinct feel or aesthetic to it. His first batch—dubbed “Foundation: The Blue Line Edit”—is available to purchase today, and ranges from $195 to $945 USD.