Heron Preston Reacquires Complete Control of Brand from New Guards Group

Designer Heron Preston has regained complete ownership of his eponymous brand from New Guards Group.

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In a significant development highlighting a trend of designers reclaiming authority over their namesake brands, Heron Preston has formally declared that he has regained complete and exclusive rights to his label from New Guards Group (NGG). This development signifies a pivotal new phase for the designer, who originally established his label under the Italian fashion conglomerate in 2017.

Preston's choice to repurchase his brand occurs during a phase of strategic transformations for NGG, which was acquired by Farfetch in 2019 and subsequently by South Korea's Coupang in late 2023. NGG has allegedly had reorganization difficulties, including a Chapter 11 bankruptcy petition in Italy in November 2024. Preston joins a roster of companies, including AMBUSH, Palm Angels, and Alanui, that have recently exited NGG’s portfolio, indicating a wider realignment within the luxury streetwear sector. AMBUSH creators Yoon Ahn and VERBAL declared their reacquisition of the brand in April of this year.

In an interview with The Business of Fashion, Preston articulated the severity of this trip, asserting, “I have endured tremendous hardship to safeguard what I have established.” I advocated for my identity, my contributions, and my aspirations. I have returned with greater determination than ever before. This comment underscores his steadfast commitment to his creative vision and brand integrity.

Currently situated in Brooklyn, Preston is prepared to initiate a new phase for his brand, independent of external investors or management. His forthcoming collection is expected in October, and he has just finalized external collaborations, including his position as creative advisor for menswear with H&M in 2023. This strategic decision enables Preston to concentrate exclusively on the expansion and evolution of his distinctive design aesthetic and purpose-driven approach to fashion.