Heron Preston

Sources differ on the date. FashionUnited states the Heron Preston brand was founded in 2016. FashionNetwork, in December 2018, says it was launched in early 2017 by the US designer and the New Guards Group, and Business of Fashion says he debuted his namesake label at Paris Fashion Week in 2017. We list 2016, the date FashionUnited gives, and note the later launch dates alongside it.

Wikipedia says Preston was born in San Francisco and moved to New York in 2004 to attend Parsons School of Design, which Business of Fashion also states. Business of Fashion says that in 2012 Virgil Abloh, with Matthew Williams and Justin Saunders, launched the streetwear label Been Trill, and that Preston began working with Kanye West as an art director, designing tour merchandise and invitations for Yeezy fashion shows.

Business of Fashion says Preston was introduced to the New Guards Group and signed a deal for his namesake label; the terms are not stated, and the page gives no date. FashionNetwork named Off-White and Palm Angels among the labels New Guards Group owned in December 2018. FashionUnited reports that Farfetch acquired New Guards Group in 2019, that Coupang later acquired it in late 2023, and that it reportedly filed for Chapter 11 bankruptcy protection in Italy in November 2024.

FashionUnited reports that Preston has regained full and exclusive rights to his brand, having repurchased them from New Guards Group, and gives no price or terms; the article shows no date, and its URL suggests July 2025. It quotes Preston telling Business of Fashion: "I have been through hell to protect what I have built". Hypebae reported on 10 December 2025 that Preston had taken back full ownership from New Guards Group Holding after nearly three years without a collection.

Hypebeast's 2018 HB100 profile points to python-patterned work boots and mock necks branded with Preston's signature Cyrillic word "стиль". Wikipedia says the idea came to him in 2014 while he was helping a friend with an exhibition on 1990s hip-hop culture, and that he chose Cyrillic because of his obsession with Russian culture and paraphernalia.

Hypebeast's 2020 profile says that by updating everyday, blue collar workwear with street style elements, Preston has carved a niche audience in the luxury market. FashionNetwork called the label a mix of streetwear, workwear and couture. Business of Fashion says a 2016 zero-waste collection made with the NYC Department of Sanitation sold out immediately after its launch.

Hypebeast's 2018 profile lists a NASA "Above the Clouds" collaboration dated 27 July 2018 and names Carhartt among Preston's drops. Wikipedia describes the 2018 Carhartt WIP capsule as one that juxtaposes workwear and luxury. In December 2018 FashionNetwork reported an 18-model Heron Preston x Carhartt collection with prices from $249 to $958, without saying whether those are retail or wholesale prices.

Hypebeast's 2020 profile carries a headline dated 7 September 2020 on a Levi's collaboration and one dated 22 September 2020 on League of Legends World Championship jerseys for Gen.G. Business of Fashion carried a news item dated 6 September 2023 saying H&M had named Preston its Creative Menswear Advisor, with a collection of his own launching in 2024.

FashionNetwork's December 2018 headline asked "Is Heron Preston the new Off-White?". It quotes New Guards Group's Claudio Antonioli saying "We have great belief in him and in his potential", and reports the brand was said to have reached EUR 25 million in revenue within two years of its launch. Hypebeast's 2018 profile records a "Heron Preston vs. Off-White" soccer game with custom kits.

The official site, heronpreston.com, is a Shopify online shop with Men's and Women's sections for graphics, tops, bottoms, accessories and outerwear. Hypebae reported that the relaunch is staged in seven blocks and that the first, the "Foundation: Blue Line Edit", is sold on the official website. In 2018 FashionNetwork reported the brand sold through its own e-shop and some 200 multibrand retailers worldwide, with its first monobrand store at 55 Paterson Street in Causeway Bay. Business of Fashion, undated, lists Ssense, Browns and Barneys New York as stockists.

When we checked heronpreston.com in October 2026, the page gave no price date and showed prices with a $ sign but no currency named. It listed the Ivory Long Sleeve T-Shirt at $195, the Sculpture Long Sleeve T-Shirt at $245, the Heavy Weight Pullover Hoodie at $345, the Heavy Weight Heron Bird Hoodie at $465, Raw Denim at $495, a Black Bomber Jacket at $945, a Black Cow Hide Weave Belt at $300 and a Necklace at $195.