New York-based designer Heron Preston has regained full ownership of his eponymous brand. Now he’s gearing up for a project he calls a “brand renovation project.” In doing so, he lays the foundation for a relaunch.
Preston announced his plans on Instagram. There he explained that he had “fought hard” to win back the Heron Preston brand. “On this journey, I learned that the only way to happiness in business is to have full control of your vision,” he said. “Property is everything. No men in suits controlling my creativity. Now it’s all me.”
Looking to the future of his brand, Preston realized his “house needed a refresh.” That’s why he’s now rebuilding it “with my vision of improvement.” Preston called the first phase of this rebranding ‘Foundation, The Blue Line Edit’. “We’ll be launching soon. More details to come. There’s so much exciting news I want to share with you,” he concluded.
This new chapter follows a turbulent few years for Preston. He founded his label in 2016 as part of the New Guards Group (NGG) portfolio. The group came into the hands of the British e-commerce giant Farfetch in 2019. It was later transferred to South Korea’s Coupang as part of a broader acquisition agreement in 2023. A period of uncertainty followed for the company. This went through a series of restructurings.
At the end of 2024, NGG finally filed for bankruptcy in Italy. While the company remained active on the market, numerous fashion brands and their founders left the portfolio. These included Palm Angels, Alanui and Ambush. Preston also joined the departures after buying back the legal and commercial rights to his eponymous label.
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