Heron Preston Just Relaunched His Namesake Label With a New Capsule
Going back to the brand’s foundations with a (re)introductory edit.
Almost three years after his last collection, Heron Preston has regained full ownership of his namesake brand from New Guards Group Holding. The first order of business as a fully independent designer? A reintroduction to the label that captivated the industry less than a decade ago. Rather than releasing a full-blown collection, the designer has opted for a series of edits, dropping a curated selection of items on a regular basis to make up seven “blocks” in total. “Foundation: Blue Line Edit” is the first to arrive, going back to the label’s roots for a reclamatory drop.
Block 1 is classic Heron Preston: a monochromatic color palette, orange accents and a perfect mix of streetwear and tailoring. The bomber jackets, mock neck tees and relaxed silhouettes that made people fall in love with the brand back in 2017 are reimagined for 2025, staying true to the original vision with small tweaks for a new era.
Perhaps the most prevalent part of this Heron Preston rebirth is the return of the orange label, only this time inverted for the reset. In a press release, Preston said “During a time when I didn’t own my own name, flipping the label became my survival workaround. A way to keep making work, keep expressing myself, and keep my identity alive. And even now, in 2025 — with full ownership of my name restored — I continue to use the inverted orange label as a symbol of that journey.”
The Blue Line Edit is available to purchase now on the Heron Preston website.
In other news, Willy Chavarria and adidas just dropped their latest collaboration.
