The American fashion designer Heron Preston has announced that he is again the owner of the full and exclusive right to his brand of the same name. He bought these rights back from the Farfetch fashion station New Guards Group (NGG).
“I went through a difficult time to protect what I built,” said Preston in an interview with the specialist magazine The Business of Fashion. “I fought for my name, work and my vision. Now I’m more determined than ever before.”
The Heron Preston brand was founded in 2016. The luxury streetwear label for women’s and men’s fashion was already represented in the official program of the New York Fashion Week. Preston became known not only through his own label, but also through cooperation with the late Virgil Abloh and brands such as Calvin Klein and Nike.
The Italian NGG has been in difficulties for some time. After the takeover by Farfetch in 2019 and later by Coupang at the end of 2023, the company was restructured. In November 2024 in Italy, it is said to have applied for bankruptcy proceedings according to Chapter 11. At the beginning of 2024 there were rumors about a possible takeover of NGG by the Italian private equity company Style Capital, but there were no further steps.
Heron Preston is part of a growing list of brands that have recently been eliminated from the NGG portfolio. This also includes Ambush, Palm Angels and Alanui.
This article was used with digital tools translated.
Fashionunited uses artificial intelligence to accelerate the translation of articles and improve the end result. They help us make the international reporting of fashionunited a German -speaking readership quickly and comprehensively accessible. Articles that have been translated using AI-based tools are read and carefully edited by our editor: Correcting inside before they are published. If you have any questions or comments, please contact me by email to [email protected]