The streetwear empire with sustainable roots ♻️
Few individuals have had more influence on streetwear fashion in the last few years than Heron Preston & his ‘𝘕𝘦𝘸 𝘎𝘶𝘢𝘳𝘥𝘴 𝘎𝘳𝘰𝘶𝘱’. The latter of which is the creative umbrella that Heron Preston’s self-titled label falls under, as well as his long-time friend Virgil Abloh’s Off-White. The group has practically flipped the industry on it’s head in the last 5 years, infiltrating high-fashion culture with a rebellious swagger that brainwashed the taste of youth with industrial-themed garments & oversized designs. The next change that Heron Preston is ushering in is environmentalism; a dodgy question in high fashion.
Heron was swimming off the coast of Ibiza almost a decade ago when a plastic bag brushed up against him. In that moment, he knew he wanted to be apart of a solution. At the time he had designed at Kanye West’s DONDA with Abloh & Matt Williams, with whom he formed the ‘𝘉𝘦𝘦𝘯 𝘛𝘳𝘪𝘭𝘭’ label with. That epiphany on the beach, paired with his experience in fashion design enabled him to approach the NYC Department of Sanitation with a concept for his first solo collection at Heron Preston. The collection would be called ‘𝘍𝘰𝘳 𝘺𝘰𝘶, 𝘛𝘩𝘦 𝘞𝘰𝘳𝘭𝘥’ a line inspired by the civic workers of NYC & their uniform attire.
The collab was meant to draw attention to the DSNY’s initiative to eliminate NYC waste in landfills. It was debuted at Paris Fashion Week in 2017 and would serve as Heron Preston’s first solo release. Preston’s message was presented to the world loud & clear; the fashion industry is the 2nd-most-polluting industry in the world and they must be responsible for change. The collection featured reworked & upcycled garments, and even the entrance sign to the show was repurposed into reusable bags afterwards.