Heron Preston : Brand Guide
To call Heron Preston a jack of all trades would be the biggest understatement of the year, this guy has endless strings to his bow and wears many hats, both literally and metaphorically. Having dabbled in artistic practices, creative direction, clothing design, content creation, and DJ’ing, there’s not much this Parsons School of Design graduate can’t do in the creative sphere. But perhaps his biggest achievement to date is launching his eponymous, luxury clothing label under the New Guards Group – the global fashion conglomerate that also houses eight more world-renowned brands including Off-White c/o Virgil Abloh, Marcelo Burlon County of Milan, Palm Angels, Ambush, Unravel Project, Alanui, Kirin by Peggy Gou and Opening Ceremony.
Heron Preston Bio
It’s 2007 and Preston is fresh out of college, his professional career kicks off with a publishing deal, closely followed by a role as a marketing specialist and social media director for Nike, quite the gig for a humble design grad. A few years later, Heron links up with Kanye West, landing a prestigious job as the rapper’s art director where he’s responsible for creating branded merch and is later trusted to consult for the musician’s seventh studio album The Life of Pablo and lauded adidas offshoot Yeezy.
During his time at Yeezy Preston befriended Matthew Williams, Virgil Abloh, and Justin Saunders who were all working for Kanye West too. Uncovering a wealth of common ground, and all operating at the top of their game, this quartet of talent dovetailed and subsequently launched ‘Been Trill’ – a streetwear imprint specialising in eclectic events and hype-worthy apparel, worn by celebrated stars such as Kanye West himself, A$AP Rocky and Rihanna, to name just a few.
Having racked up a number of high profile gigs and coming off the back of a banner year, Heron Preston was in high demand thanks to his off-kilter aesthetic. In 2016 the New Guards Group acquired the budding designer, giving Preston the means to establish and launch his first full, stand-alone collection.
Most recently, Heron Preston has undertaken an additional role at Calvin Klein as a creative consultant.
Heron Preston Debut Collection
The first Heron Preston collection debuted at Paris Men’s Fashion Week for the autumn/winter 2017 calendar. The capsule, titled ‘For You, The World’, acted as the industry’s official introduction to Heron Preston; a formal coronation for the rising king of the streetwear realm.
Within the collection, Preston laid bare his design philosophy which entrusted Italian manufacturing, banked function, and simmered on experimental ingredients, including neon accents and emotive callouts.
Heron Preston Aesthetic
While ‘Made in Italy’ certifications and unique depictions of Herons seem to prove instant wins with the Heron Preston consumer, there’s also the fundamental factor of eco-friendly production that draws in a millennial generation. When and where possible, the multifaceted creative instils sustainability into his styles, take his 2016 UNIFORM collection for instance.
Pre New Guards Group, and presented at the Spring Street Salt Shed in collaboration with the NYC Department of Sanitation (DSNY), this fine selection of apparel welcomed a zero-waste policy – initiated to promote and aid NYC’s 0x30 initiative which hopes to send zero waste to landfills by 2030. You see, Preston is hyperaware of fashion’s impact on the environment, unlike many designers who seemingly exude an ‘ignorance is bliss’ demeanour. While swimming in the ocean in Ibiza Heron had a shocking realisation about plastic pollution. A plastic bag floated by his leg, and though this wouldn’t be significant to some people, it was the wake-up call the San Fran native needed to protect the earth and its many inhabitants.
Alongside eco-conscious cues, the Cyrillic word for ‘style’ and vivid orange embellishments have together transcended the Heron Preston identity, bringing it into the hands of streetwear’s finest followers and high-profile stars – such as Justin Bieber, Hailey Bieber, Bella Hadid, Kendall Jenner, Lewis Hamilton, AJ Tracey, and many others.
The Latest Heron Preston Collection
Here at Aphrodite we have a wide selection of Heron Preston garments and accessories on offer from tees, to trousers, beanies, and belts. Suitable for both men and women, the unisex AW 21 collection is called ‘Between Two Worlds’ and is mostly based in black with unpredictable pops of colour sprinkled throughout. Whatever it is you’re hunting for, you’re sure to find something suitable amongst the lineup, just take a look and you’ll see!
A pro at tapping the zeitgeist, Heron Preston single-handedly defines the streetwear scene. Shop the latest Heron Preston collection now.