Heron Preston Regains Full Control of Brand from New Guards Group
Buying back the brand in hopes to re-launch his New York-based label by this year.
Summary
- Designer Heron Preston reacquired full rights to his namesake brand from New Guards Group
- This move follows NGG’s restructuring and bankruptcy, signaling a fresh start for Preston
- Preston is now fully independent, ready to expand his unique creative vision
In a pivotal move that underscores a growing trend of designers reasserting control over their eponymous labels, Heron Preston has officially announced that he has reacquired full and exclusive rights to his brand from New Guards Group (NGG). This development marks a significant new chapter for the designer, who initially launched his label under the Italian fashion holding company in 2017.
Preston’s decision to buy back his brand comes amidst a period of strategic shifts for NGG, which was acquired by Farfetch in 2019 and later by South Korea’s Coupang in late 2023. NGG has reportedly faced restructuring challenges, including a Chapter 11 bankruptcy filing in Italy in November 2024. Preston joins a list of other brands, such as AMBUSH, Palm Angels and Alanui, that have recently departed NGG’s portfolio, signaling a broader recalibration within the luxury streetwear landscape. AMBUSH founders Yoon Ahn and VERBAL announced their repurchasing of the brand just in April this year.
In an interview with The Business of Fashion, Preston expressed the intensity of this 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.” This statement highlights his unwavering dedication to his creative vision and brand integrity.
Now based in Brooklyn, Preston is poised to embark on a new era for his brand, free from external investors or management. His next collection is anticipated in October, and he has also concluded recent external partnerships, including his role as creative advisor for menswear with H&M in 2023. This strategic move allows Preston to focus entirely on expanding and evolving his unique design aesthetic and purpose-driven approach to fashion.
