Heron Preston Regains Full Control of Brand from New Guards Group

by

Summary

  • Designer Heron Preston reacquired full rights to his namesake brand from New Guards Group
  • This move follows NGG’s restructuring and bankruptcy, signaling a fresh start for Preston
  • Preston is now fully independent, ready to expand his unique creative vision

Heron Preston recently took a key step in the increasing number of designers reclaiming ownership over their personal brands by officially purchasing back complete control and exclusive rights to his brand from New Guards Group (NGG). This change signifies a fresh, new phase for the designer, who first introduced his label under New Guards Group’s umbrella in 2017.

In light of strategic changes happening at NGG, which was first acquired by Farfetch in 2019 and later by South Korea’s Coupang in late 2023, Preston has chosen to reacquire his own brand. This decision comes amidst reports of difficulties faced by NGG, including a Chapter 11 bankruptcy filing in Italy in November 2024. Other brands like AMBUSH, Palm Angels, and Alanui have also recently left NGG’s portfolio, indicating a broader reorganization within the luxury streetwear market. Interestingly, the founders of AMBUSH, Yoon Ahn and VERBAL, made a similar move by repurchasing their brand in April this year.

As a gamer, I’d put it like this: “After some serious trials, I’ve been through the fiercest battles to safeguard what I’ve crafted. I’ve defended my reputation, my creations, and my dream. Now, I return with an even stronger determination than before.” This statement showcases my relentless commitment to my creative vision and the integrity of my brand.

Currently residing in Brooklyn, Preston is readying himself for a fresh phase in his brand’s journey, devoid of any external shareholders or supervision. His upcoming collection is slated for release in October, and he has also finalized several collaborations externally, such as serving as the creative consultant for menswear at H&M starting from 2023. This calculated decision enables Preston to dedicate his full attention towards expanding and refining his distinctive design style and values-oriented fashion philosophy.

Read More

2025-07-09 19:56