HERON PRESTON Online Store
If you haven´t believe in a streetwear hype yet, now it´s time to overcome the concerns. Heron Preston, founder of an eponymous label, is a new generation of designers. Grown in the internet era, he has eclectic talents – for Heron Preston experimenting with different disciplines as DJ, creative director, artist and designer is influential and inspiring.
Today, the label Heron Preston is revolutionizing the contemporary luxury fashion market and helping redefine the way of thinking about the streetwear, luxury and sustainability in fashion.
Growing up skating in San Francisco, Heron Preston showed his creative nature already in high school by launching a line of recycled silk-screened t-shirts and selling them all over the world.
After moving to New York to study at the Parsons School of Design, he starts to write a blog documenting the Downtown scene. Soon, the blog catches attention of the Ohwow contemporary art gallery founder Al Moran, who, together with Heron Preston, creates a book entitled The Young and the Banging.
That´s the turning point for Heron Preston, followed up by job offerings from Nike as a marketing specialist and later as global digital producer for Nikelab and Virgil Abloh. At the same time, Heron Preston joins Virgil Abloh and Matthew Williams in the creative collective Been Trill, building his career alongside 1017 ALYX 9SM’s and Off-White’s founders.
HERON PRESTON CLOTHING
The starting point for Heron Preston´s namesake label was the founding of HPC Trading Co. and creating a capsule collection for NYC Department of Sanitation. Launched in 2016, the label´s DNA is characterised by reinterpreting conventional themes in an unexpected way and its commitment to innovation and experimentation. Heron Preston blends a fresh aesthetics of workwear and streetwear elements with environmental awareness, creating authentic fashion.
As a son of a policeman, Heron Preston always admired uniforms. He had this unique point of view, seeing uniforms and workwear of construction workers, firefighters, or policemen as fashionable because of their authenticity.
Heron Preston captures that utilitarian aesthetic and the urban vibe in his collections, starting with his debut collection called UNIFORM for DSNY, in which he used recycled uniforms of NY garbage collectors. Working in fashion for years, Heron Preston has a critical eye to the industry´s role in global pollution crisis. One day, swimming in Ibiza, Heron noticed a floating plastic bag in the ocean.
