Heron Preston has entered a decisive new chapter after reclaiming full ownership of his namesake label. The move closes several turbulent years marked by corporate instability, during which the designer repeatedly defended his work, his archive and his direction. He founded the brand in 2017 under the New Guards Group (NGG), the same platform that supported a generation of designers who redefined the conversation around luxury streetwear. As NGG shifted hands, Preston found himself increasingly distanced from the autonomy that shaped the early years of the label.
NEWS
The turning point arrived after NGG’s acquisition by Farfetch in 2019 and its subsequent transfer to Coupang in 2023. The holding company entered a period of uncertainty that intensified with its bankruptcy filing in late 2024. Throughout that period, Preston worked to regain what he viewed as essential: control of his name and the direction of his work. In July 2025, he officially reacquired all legal and commercial rights to the brand, closing a long-running dispute and setting the stage for a clean re-entry into the market.
He posted a message on Instagram to introduce the relaunch in his own voice. In it, Preston described how long he had waited for this moment and shared that reclaiming the “keys to H.P.” marked a personal and professional milestone after years of effort. Full creative control, he explained, defines the way he wants to work, and ownership anchors his entire approach. “No men in suits controlling my creativity,” he wrote, emphasizing that directing the brand himself restores the clarity he felt missing during earlier periods of corporate involvement.
With full rights restored, Preston outlined a plan to rebuild the label from the ground up. The process, as he framed it, resembles a renovation stripped to its foundation and guided by his own view of how the brand should evolve. This phase functions as a reset rather than a continuation of previous structures, and every decision reflects his direction from this point forward.
As part of this reset, he introduced the first stage of what he calls a renovation project titled “Foundation, The Blue Line Edit.” He described it as the opening step in reshaping the label and shared that the launch will arrive soon. He expressed gratitude toward his audience, stating that their support stayed present through the entire process, and promised more updates as the relaunch develops.
This shift marks a return to independent authorship for the designer, who helped define a generation of menswear rooted in streetwear codes and cultural reference points. His next collections will reconnect with the principles that shaped the early identity of the label while responding to current conditions in the industry. With full ownership secured, he now has the space to guide the brand entirely through his own ideas, free from the corporate pressures that influenced previous years.
