Heron Preston takes back full control of his brand

Heron Preston has regained full control of his homonymous brand after repurchasing the rights from New Guards Group (NGG). The move represents a new beginning for the designer, who launched his brand under the Italian fashion holding company in 2017.

This decision comes against a backdrop of restructuring for NGG, which included filing for Chapter 11 bankruptcy in Italy in November 2024. Founded in 2017 under the umbrella of the Italian group, Preston’s brand is once again independent. Other firms, such as AMBUSH, Palm Angels and Alanui, also left NGG’s portfolio in recent months.

New Guards Group, first acquired by Farfetch in 2019 and then by South Korean company Coupang at the end of 2023. Since then, it has faced financial and strategic difficulties that have affected several of its brands. In this scenario, Preston has taken back full and exclusive rights to its brand.

Heron Preston, now based in Brooklyn, is preparing to relaunch its brand in October. It begins a new creative cycle, free from the influence of outside investors.