Brands like Heron Preston: 6 alternatives, from luxury streetwear to workwear
The closest matches to Heron Preston, in our view, are Off-White and Palm Angels. In December 2018 FashionNetwork named both among the labels New Guards Group owned, and asked in a headline whether Heron Preston was the new Off-White. For luxury streetwear with a sharper edge, look at Vetements and 1017 ALYX 9SM. For the workwear side, Carhartt WIP and WTAPS.
Heron Preston is the namesake label of its designer. FashionUnited dates the brand to 2016 and FashionNetwork says it launched in early 2017. FashionUnited reports that Preston has regained full and exclusive rights to the brand from New Guards Group, and Hypebae reported on 10 December 2025 that he had taken back full ownership. Its own site prices carry a dollar sign with no currency named, so we do not call any pick cheaper or dearer and show each brand's own prices instead.
Last verified · 62 sources checked · how we chose
The short answer
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The label FashionNetwork compared it to
FashionNetwork asked in December 2018 whether Heron Preston was the new Off-White.
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Another New Guards label
FashionNetwork named it among New Guards Group's labels in 2018; END. describes an LA-meets-Italy look.
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Reworked, logo-led luxury
Fashion Studies Journal says it added its own logo to Levi's jeans, Dr. Martens and other partner pieces.
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Craft-led luxury streetwear
Hypebeast says its focus is detailed craftsmanship, with collaborations including Moncler and Nike.
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The workwear partner
FashionNetwork reported an 18-model Heron Preston x Carhartt collection in 2018.
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Military-influenced workwear streetwear
Highsnobiety describes military-influenced clothes with a utilitarian nature.
What 'like Heron Preston' usually means
People looking for alternatives tend to want one of three things: the luxury-streetwear look, the workwear influence, or the same circle of collaborations. Most brands deliver one of these. Few deliver two.
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. Hypebeast's 2018 profile points to python-patterned work boots and mock necks branded with Preston's Cyrillic word "стиль", and lists a NASA collaboration dated 27 July 2018 and Carhartt among his drops. Business of Fashion carried a news item dated 6 September 2023 saying H&M had named Preston its Creative Menswear Advisor.
Heron Preston's site (checked October 2026) listed the Ivory Long Sleeve T-Shirt at $195, the Heavy Weight Pullover Hoodie at $345, Raw Denim at $495 and a Black Bomber Jacket at $945, with a dollar sign and no currency named. Because of that, and because brands price in different currencies and through retailers, we say 'no like-for-like price' for every pick and show its own prices instead.
6 brands like Heron Preston, ranked by how close they get
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#1 · $$$–$$$$$
The nearest match in the press. FashionNetwork's December 2018 headline asked 'Is Heron Preston the new Off-White?' and Hypebeast's 2018 profile records a 'Heron Preston vs. Off-White' soccer game with custom kits. The official Off-White site says Virgil Abloh founded it in 2013.
What it shares
- A shared parent in 2018: FashionNetwork says Heron Preston launched with New Guards Group and named Off-White among the labels it owned; Complex lists the 2013 founding as made in partnership with New Guards Group
- A streetwear, luxury and art blend: the Off-White site lists streetwear, luxury, art, music and architecture, and FashionNetwork called Heron Preston a mix of streetwear, workwear and couture
- Collaborations with Nike and other large partners: Wikipedia lists Levi's, Nike, Champion and IKEA among Off-White's; Hypebeast lists Preston's Levi's collaboration in 2020
Where it differs
- Different ownership today: Complex reports LVMH announced the sale of Off-White to Bluestar Alliance on 30 September 2024, while FashionUnited reports Preston has regained rights to his own brand
- Glossy's 1 October 2024 article says Off-White has struggled to live up to Abloh's tenure; Preston is the namesake designer and has regained rights to his label
- Typography-led: Highsnobiety describes ordinary words placed in quotation marks
- Price vs Heron Preston
- No like-for-like price. Off-White's Canadian storefront (October 2026) listed hoodies at CA$770, CA$1,070 and CA$1,155, and Simon listed a Diag Helvetica Over Hoodie at a regular $670. Heron Preston's site lists a Heavy Weight Pullover Hoodie at $345 with no currency named, so we do not compare them.
- Best for
- The best-known luxury-streetwear name in the same circle.
Off Line Hoodie CA$770 (Off-White (en-ca), checked Oct 2026) · Ripped Narciso Regular Hoodie CA$1,070 (Off-White (en-ca), checked Oct 2026) · Half Arrow Regular Zip Hoodie CA$1,155 (Off-White (en-ca), checked Oct 2026) · Diag Helvetica Over Hoodie, regular price (a $179.99 sale price with no size stated; sold out) $670 (Simon, checked Oct 2026) · For All hoodie (more affordable capsule) $170 (FashionUnited, launch on 8 January (year not stated)) · For All t-shirt (more affordable capsule) $95 (FashionUnited, launch on 8 January (year not stated)) · Diags T-Shirt, black/white (consigned by trusted sellers; price not labelled resale or retail) $226 (Stadium Goods, checked Oct 2026) · Vulcanized Low Leather Sneakers, white CA$685 (Off-White (en-ca), checked Oct 2026) · Vulcanized Low Leather Sneakers, black CA$690 (Off-White (en-ca), checked Oct 2026) · End Of Play Sneakers, black/white CA$770 (Off-White (en-ca), checked Oct 2026) · Out Of Office Sneakers CA$980 (Off-White (en-ca), checked Oct 2026)
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#2 · $$$–$$$$
Wikipedia says Palm Angels was founded in 2015 by the Italian designer and photographer Francesco Ragazzi. Fashion Dive reported on 12 February 2025 that Bluestar Alliance had acquired it, and that Ragazzi would leave his position following the acquisition.
What it shares
- A New Guards Group label in 2018, per FashionNetwork; FashionUnited describes New Guards as the Milan-based parent of Off-White and Palm Angels
- Hoodies, track pants, t-shirts and tracksuits, per END.
- A luxury take on streetwear: END. says it combines an edgy attitude with luxury aesthetics
Where it differs
- A Los Angeles-meets-Italy look with palm trees, blackletter logos and graffiti hoodies, per END., rather than workwear
- Ownership moved to Bluestar Alliance in 2025, per Fashion Dive
- Price vs Heron Preston
- No like-for-like price. Simon listed the Classic Logo Track Hoodie at a regular $675, with a sale price and every size sold out, and Stadium Goods listed a Classic Logo Pullover Hoodie at $480 without labelling it retail or resale (October 2026). Heron Preston's hoodies list at $345 and $465 with no currency named.
- Best for
- Logo-led luxury streetwear with a California feel.
Classic Logo Track Hoodie, regular price (a $199.98 sale price shown; sold out) $675 (Simon, checked Oct 2026) · Classic Logo Pullover Hoodie, black/off-white (consigned by trusted sellers; price not labelled resale or retail) $480 (Stadium Goods, checked Oct 2026) · Hoodie, black (THEBS via Lyst; £232.00 also shown) £181 (Lyst, checked Oct 2026) · T-Shirt With A Pocket, blue (VITKAC via Lyst) $230 (Lyst, checked Oct 2026) · Jeans, blue, men's (GIGLIO.COM via Lyst; £649.62 also shown, original price not labelled) £259.86 (Lyst, checked Oct 2026) · Insulated Jacket With A Stand-Up Collar, black (VITKAC via Lyst) $820 (Lyst, checked Oct 2026)
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#3 · $$$$$
Founded in 2014 by the brothers Demna and Guram Gvasalia, who grew up in Georgia, according to Fashion Studies Journal and Business of Fashion. Business of Fashion reports Demna exited in September 2019, and the brand's site describes it as under the creative direction of Guram Gvasalia.
What it shares
- Reworked partner pieces with the label's own logo, including Levi's jeans and Dr. Martens, per Fashion Studies Journal; Heron Preston's Carhartt WIP and Levi's collaborations are in the same area
- Appropriation of mass culture: Business of Fashion quotes Vogue calling it a refinement of mass culture into tongue-in-cheek garments
- Wikipedia says its Spring/Summer 2017 show worked with 18 brands, among them Levi's, Champion and Carhartt
Where it differs
- A fashion house headquartered in Zurich, per Business of Fashion, with a post-Soviet aesthetic per Fashion Studies Journal
- Fashion Studies Journal describes a system that caps the number of pieces put on the global market
- Price vs Heron Preston
- No like-for-like price and no current one. We could not open a current retailer listing, so the prices we have are dated press coverage: a DHL-logo T-shirt up to €245 in April 2016, a hometown capsule from $460 in 2018 and a bomber jacket at $3,540 in March 2018.
- Best for
- Reworked, logo-led pieces from the label that helped define the look.
DHL-logo T-shirt (German online shops) up to €245 (April 2016) · "We love our hometown" hoodie and tee collection from $460 (January 2018) · "Olive Green" oversized bomber jacket $3,540 (March 2018)
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#4 · $$$–$$$$$
Hypebeast says Matthew Williams founded 1017 ALYX 9SM in 2015 in New York City and that it later relocated to Milan. CB Insights reports that Adrian Cheng acquired a majority stake in November 2023.
What it shares
- Large collaborations: Hypebeast names Moncler, Nike and Stüssy; Heron Preston has worked with Carhartt, NASA and Levi's
- Accessories and hardware as signatures: Monnier Paris names Williams's metal rollercoaster buckle; Hypebeast says Heron Preston's mock necks are branded with the Cyrillic word "стиль"
Where it differs
- Hypebeast lists accessories, underwear, streetwear, footwear and swimwear, with a focus on detailed craftsmanship and sustainable fabrication
- FashionUnited says it launched as a womenswear label before adding menswear
- Price vs Heron Preston
- No like-for-like price. The prices we found are retailer listings, most of them sale prices, and several items sold out: a Triple Print Long Sleeve T-Shirt reduced from £250 to £100 and a Nike Zip Hoodie reduced from £290 to £120 at HBX. Hypebae gave $143 to $298 for a 2020 Nike apparel capsule.
- Best for
- Craft-led pieces and hardware from a circle close to Preston's.
Triple Print Long Sleeve T-Shirt (black), sale price, sold out £100 sale (was £250) (HBX, checked Oct 2026) · Nike Zip Hoodie, sale price, sold out £120 sale (was £290) (HBX, checked Oct 2026) · Medium Rollercoaster Belt (black), sale price, sold out £130 sale (was £220) (HBX, checked Oct 2026) · Moncler Genius x 1017 ALYX 9SM Mahoganus jacket (black), single price including duties, sold out £1,578 (HBX, checked Oct 2026) · Merge Candy Charm Necklace (silver), sale price £212 sale (was £470) (LN-CC, checked Oct 2026) · Nike apparel capsule (range across sweatpants, hoodies, shorts, tops) $143 to $298 (Hypebae, 14 Oct 2020)
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#5 · $$
Carhartt WIP was established in 1994 by Edwin Faeh, according to the brand's newsroom, which describes it as a brand adapting the core products of the American workwear brand Carhartt. FashionNetwork reported a Heron Preston x Carhartt collection in December 2018.
What it shares
- A 2018 collaboration: Wikipedia describes the Heron Preston x Carhartt WIP capsule as one that juxtaposes workwear and luxury; FashionNetwork reported 18 models priced from $249 to $958, without saying whether those were retail or wholesale prices
- Workwear at the core: HBX calls it the streetwear version of Carhartt
- Collaborations as a habit: the US about page lists partners including A.P.C., Converse, Nike, Patta and Vans
Where it differs
- The streetwear version of a workwear company, per HBX and Wikipedia, rather than a luxury label
- The newsroom says it operates over 100 brick and mortar stores across Europe, Asia and the US
- Price vs Heron Preston
- No like-for-like price. We found no brand-site price list; the figures are retailer listings, many of them sales, in euros, pounds and dollars, for example the Hooded Chase Crew Sweat at £69 at END. (UK) (October 2026) and, in a Gear Patrol article of 1 July 2026, a Michigan Coat on sale at $147 from $245. Heron Preston's site lists a Heavy Weight Pullover Hoodie at $345 with no currency named.
- Best for
- Real workwear, and the brand behind the 2018 collaboration.
Chase T-shirt, Shale/Gold €39.99 (sale) (Impericon, Oct 2026) · Bronson T-shirt €48.95 (Urban Industry, Oct 2026) · Hot Rat T-shirt €38.95 (sale; regular €48.95) (Urban Industry, Oct 2026) · Hooded Chase Crew Sweat, Grey Heather & Gold £69 (END. (UK), Oct 2026) · Hooded American Script Sweat, Black £53 (sale; was £89) (END. (UK), Oct 2026) · Single Knee Pant, Blue Worn Used Wash £87.95 (sale; regular £119.95) (Urban Industry, Oct 2026) · OG Detroit Jacket, Black (Grind Wash) €169.95 (sale; regular €282.95) (Urban Industry, Oct 2026) · Michigan Coat, Cozy Blue colourway $147 (sale; was $245) (Gear Patrol, 1 July 2026) · Chase socks €16.95 (Urban Industry, Oct 2026)
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#6 · $$–$$$$
A label founded by Tetsu Nishiyama, known as TET, which its own site says is still releasing from Tokyo. The brand's own site and Heddels date it to 1996, while Highsnobiety and END. say 1997.
What it shares
- Workwear and military clothing translated into streetwear: Highsnobiety refers to the utilitarian nature of its military-influenced clothes; Heddels lists cargos, field jackets and workwear
- A Carhartt WIP collaboration, per Highsnobiety
- Collaborations with other streetwear labels, including Supreme and BAPE, per Highsnobiety
Where it differs
- A military aesthetic with nyco and ripstop fabrics, rather than luxury branding
- Highsnobiety says WTAPS opened its first and only flagship in 2011 and that until recently it sold only from its showroom; we did not confirm whether wtaps.com sells online
- Price vs Heron Preston
- No like-for-like price. StockX gives a $125 retail price for the Vans Vault x WTAPS hoodie (December 2022); Overkill listed a BDY 01 cotton T-shirt at €155 and ripstop trousers at €235 (October 2026). Heron Preston's site lists no currency.
- Best for
- Military-workwear streetwear from Tokyo.
Vans Vault x WTAPS hoodie (Smokey Olive) $125 (StockX retail price, released Dec 2022) · WTAPS x New Balance Academy long-sleeve T-shirt (Heather Grey) $150 (StockX retail price, released Aug 2021) · BDY 01 cotton T-shirt (pink) €155 (Overkill, Oct 2026) · Ghill sweater (black) €179 (Overkill, Oct 2026) · SDDT2001 ripstop trousers (olive drab) €235 (Overkill, Oct 2026) · Standard Supply x WTAPS hanging pouch €69 (Overkill, Oct 2026) · Pertex x WTAPS T-7 cap €95 (Overkill, Oct 2026)
At a glance
| Brand | From | Price tier | vs Heron Preston | Known for |
|---|---|---|---|---|
| Heron Preston | New York City | $$$–$$$$$ | — | Workwear-inspired luxury streetwear, Cyrillic stil mark, collaborations |
| Off-White | Milan | $$$–$$$$$ | No like-for-like price | Quotation-mark typography, luxury streetwear |
| Palm Angels | Milan | $$$–$$$$ | No like-for-like price | Palm trees, blackletter logos, track pieces |
| Vetements | Zurich | $$$$$ | No like-for-like price | Reworked partner pieces, oversized logo pieces |
| 1017 ALYX 9SM | Milan | $$$–$$$$$ | No like-for-like price | Rollercoaster buckle, craft-led streetwear |
| Carhartt WIP | Germany | $$ | No like-for-like price | Workwear, Detroit jacket, chore coats |
| WTAPS | Tokyo | $$–$$$$ | No like-for-like price | Military-influenced workwear, crossbones motif |
Price tiers use the directory's $–$$$$$ scale and describe typical retail positioning, not exact prices.
A note on dupes and replicas
We don't list replicas or sellers of Heron Preston look-alikes. In our research we found no source describing counterfeit Heron Preston or how common it is, so we make no claim about that. The brand's official site is heronpreston.com. Hypebae reported that the relaunch's first block was sold on the official website.
A genuine alternative is a different brand with its own designs; the brands above are chosen on that basis.
Frequently asked questions
What are the best brands like Heron Preston?
In our assessment, Off-White and Palm Angels come closest, and FashionNetwork named both among New Guards Group's labels in 2018. Vetements and 1017 ALYX 9SM are the nearest for luxury streetwear, and Carhartt WIP and WTAPS for workwear.
Is Heron Preston like Off-White?
FashionNetwork asked 'Is Heron Preston the new Off-White?' in December 2018. The two share a streetwear-meets-luxury positioning in our view, but Off-White is typography-led and Preston's label draws on workwear.
Are there cheaper brands like Heron Preston?
We cannot say like for like. Heron Preston's site lists a Heavy Weight Pullover Hoodie at $345 with no currency named, and the picks list in other currencies, at retailers, or as sale prices, so we make no price claim.
Who owns Heron Preston?
FashionUnited reports that Preston has regained full and exclusive rights to the brand by repurchasing them from New Guards Group, and Hypebae reported on 10 December 2025 that he had taken back full ownership.
Is there a Heron Preston dupe?
We don't list replicas. We found no source on counterfeit Heron Preston. The brand sells through heronpreston.com.
How we chose these brands
We started from the directory's brands and used its style, product and price data to shortlist six whose look, workwear influence or circle overlap with Heron Preston, keeping only brands for which we had already researched and checked a record. Facts such as founding, ownership and prices come from the numbered sources below, each opened and checked in October 2026. Rankings, 'what it shares' and 'best for' are our editorial judgement: apart from FashionNetwork's 2018 Off-White comparison and the Carhartt WIP collaboration reports, no reputable source we found compares these brands to Heron Preston directly. We found no like-for-like price for any pick, because Heron Preston's site prices show no currency and the picks' prices differ in currency, item or seller. Prices are single snapshots from retailers and brand sites and will change.
Sources
- Business of Fashion: Heron Preston
- FashionUnited: Heron Preston buys back rights to own brand from New Guards Group (2025)
- FashionNetwork: Is Heron Preston the new Off-White? (2018)
- Wikipedia: Heron Preston
- Hypebae: Heron Preston ownership and relaunch (2025)
- Hypebeast: HB100 2018, Heron Preston
- Hypebeast: HB100 2020, Heron Preston
- Heron Preston: official site
- Off-White: About Virgil Abloh
- Wikipedia: Off-White (company)
- Complex: Off-White milestones timeline
- Glossy: Who is Bluestar Alliance (2024)
- Highsnobiety: Virgil Abloh and the Off-White quotation marks
- Off-White (en-ca): Men's sweatshirts
- FashionUnited: Off-White launches more accessible collection
- Simon: Off-White Diag Helvetica Over Hoodie
- Stadium Goods: Off-White Diags T-Shirt
- Off-White (en-ca): Men's sneakers
- Wikipedia: Palm Angels
- END.: Palm Angels brand profile (31 May 2024)
- FashionUnited: Farfetch acquires Off-White with New Guards Group
- Fashion Dive: Bluestar Alliance acquires Palm Angels (2025)
- Lyst: Palm Angels track monogram puffer jacket
- Simon: Palm Angels Classic Logo Track Hoodie
- Stadium Goods: Palm Angels Classic Logo Pullover Hoodie
- Lyst (UK): Palm Angels hoodies
- Lyst: Palm Angels T-shirt
- Lyst (UK): Palm Angels jeans
- Business of Fashion: Vetements
- Fashion Studies Journal: The rise of Vetements (2018)
- Vetements: official site
- Wikipedia: Vetements
- Hypebae: Vetements bomber jackets (2018)
- The Local: Vetements DHL shirt (2016)
- Hypebae: Vetements hometown capsule (2018)
- Hypebeast: 1017 ALYX 9SM brand page
- FashionUnited: Adrian Cheng invests in Matthew M. Williams' 1017 ALYX 9SM (2023)
- CB Insights: 1017 Alyx 9SM
- Monnier Paris: 1017 ALYX 9SM
- Hypebae: 1017 ALYX 9SM x Nike apparel collection (2020)
- HBX: Triple Print Long Sleeve T-Shirt
- HBX: Nike Zip Hoodie
- HBX: Medium Rollercoaster Belt
- HBX: Moncler Genius x 1017 ALYX 9SM Mahoganus jacket
- LN-CC: 1017 ALYX 9SM
- Carhartt WIP Newsroom: Information
- Wikipedia: Carhartt
- HBX: Carhartt Work in Progress
- Carhartt WIP US: About
- Impericon: Carhartt WIP Chase T-shirt
- Urban Industry: Carhartt WIP collection
- END. (UK): Carhartt hoodies
- Urban Industry: Single Knee Pant
- Urban Industry: OG Detroit Jacket
- Gear Patrol: Carhartt WIP Michigan Chore Coat sale
- WTAPS: Feature 08 (brand site)
- Heddels: WTAPS
- Highsnobiety: WTAPS clothing brand
- END.: WTAPS
- Overkill: WTAPS
- StockX: Vans Vault x WTAPS Hoodie (Smokey Olive)
- StockX: WTAPS x New Balance Academy L/S T-Shirt (Heather Grey)