Heron Preston Announces Relaunch of His Eponymous Label
After finally reclaiming full ownership back in July this year.
Summary
- Heron Preston announces his return to his eponymous label, regaining full ownership and creative control, following New Guards Group’s bankruptcy and corporate instability
- Preston’s return promises a new era of authentic creativity, “free from the influence of outside investors”
Heron Preston has reclaimed ownership of his namesake label, signaling a fresh start after several years of corporate entanglement. The designer, who helped revolutionize menswear by pioneering the luxury streetwear wave alongside contemporaries like Virgil Abloh, initially launched his brand in 2017 under the New Guards Group (NGG).
Following NGG’s acquisition by Farfetch in 2019 and later Coupang in 2023, the holding company faced mounting instability, culminating in a bankruptcy filing in late 2024. The designer fought for years to protect his vision and officially reacquired all legal and commercial rights to his name in July 2025. This decision also signals that Preston can restore his independence and creative freedom, allowing him to chart a new course for the label.
The announcement, shared via Preston’s Instagram, underscores his intent to relaunch the brand from New York, reconnecting with the city that shaped his early career. The designer expressed the intensity of his journey, stating, “I have been through hell to protect what I have built. I fought for my name, my work and my vision. Now I am back with more purpose than ever.”
Looking ahead, the relaunch promises to build on the brand’s legacy of blending streetwear aesthetics with cultural storytelling. His return is notable not only for the revival of his label but also for its alignment with a broader movement of designers reclaiming autonomy in the wake of corporate restructuring. With full control now in his hands, the designer is expected to reintroduce collections that reflect his original ethos while adapting to the evolving fashion landscape.
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