Following a period of corporate instability at his parent company, Heron Preston seized the chance to buy back his brand and start over.
Summary
- Heron Preston has regained full independent ownership of his brand and trademarks following a buyback from New Guards Group in June.
- The label is abandoning the traditional seasonal fashion calendar to release product in “blocks” of seven specific items.
- The relaunch begins Tuesday with Foundation: Blue Line Edit, featuring pieces priced between $195 and $945.
Heron Preston is pressing the reset button. After a decade of shaping the look of modern streetwear, the Brooklyn-based designer is stripping away the corporate machinery to rebuild his label on his own terms. This isn’t just a new collection; it is a declaration of autonomy. Following a complex period of ownership changes and industry shifts, Preston has reclaimed the rights to his name and is reintroducing his brand with a strategy that ignores the standard fashion calendar entirely.
The path to this relaunch began in June. That was when Preston secured full title to his trademarks, exiting the orbit of New Guards Group. The group, which acquired the Heron Preston brand in 2016, faced significant instability recently, including changes in ownership involving Farfetch and Coupang, followed by a filing for the Italian equivalent of bankruptcy. This corporate turbulence created an opening. Preston took the opportunity to buy back his business, a move that grants him total control over the narrative he started writing in 2014.
Now operating as a fully autonomous creator, Preston is introducing Foundation: Blue Line Edit. He describes this phase as a return to the beginning, or a “rebirth.” The concept relies on a manifesto written and voiced by the designer that prioritizes clarity and simplicity.
The most immediate change is the distribution model. Instead of a sprawling seasonal lineup, the brand will release “blocks” consisting of seven items each. This focused approach begins on Tuesday with Block 1. The initial offering includes two hoodies, a button-down shirt, a pair of sweatpants, a camo jacket, a bodysuit, and a belt.
The pace quickens almost immediately. Block 2 arrives just days later on Thursday, bringing a mix of camo leggings, cargo pants, jeans, sports bras, and a bracelet. Prices for the pieces range from $195 to $945. While the cadence for future drops remains open-ended, the structure suggests a desire to remain agile rather than beholden to industry deadlines.
This shift marks a significant evolution for a designer with deep roots in the culture. Before launching his namesake line, Preston co-founded the art-direction collective Been Trill alongside Virgil Abloh and served as a consultant for Kanye West. Those experiences informed his early work, but this new chapter is distinct. By stepping away from the conglomerate model, Preston is betting that a smaller, more direct connection with his audience is the smartest way to build a legacy that lasts.
