Designer Heron Preston Reclaims Full Control of Namesake Brand from New Guards Group
In a bold and strategic move, designer Heron Preston has officially announced that he has reacquired full and exclusive rights to his eponymous brand from New Guards Group (NGG). This marks a significant new chapter for the designer, who initially launched his label under the Italian fashion holding company in 2017.
NGG’s Restructuring and Bankruptcy Paves the Way for Preston’s Independence
Preston’s decision to buy back his brand comes amidst a period of change for NGG, which was acquired by Farfetch in 2019 and later by South Korea’s Coupang in late 2023. The company has faced challenges, including a Chapter 11 bankruptcy filing in Italy in November 2024. Preston joins a growing list of designers, such as AMBUSH, Palm Angels, and Alanui, who have recently departed NGG’s portfolio, signaling a larger shift within the luxury streetwear landscape.
Preston’s Unwavering Dedication to His Creative Vision
In an interview with The Business of Fashion, Preston 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.” This statement highlights his unwavering dedication to his creative vision and brand integrity.
A New Era for Preston’s Brand
Now based in Brooklyn, Preston is ready to embark on a new era for his brand, free from external investors or management. His next collection is highly 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.
