{"id":519643,"date":"2025-07-10T10:59:48","date_gmt":"2025-07-10T08:59:48","guid":{"rendered":"https:\/\/highxtar.com\/?p=519643"},"modified":"2025-07-10T10:59:49","modified_gmt":"2025-07-10T08:59:49","slug":"heron-preston-takes-back-full-control-of-his-brand","status":"publish","type":"post","link":"https:\/\/highxtar.com\/en\/heron-preston-takes-back-full-control-of-his-brand\/","title":{"rendered":"Heron Preston takes back full control of his brand"},"content":{"rendered":"\n<p><a href=\"https:\/\/highxtar.com\/heron-preston-y-hm-estrenan-el-segundo-lanzamiento-de-h2\/\" target=\"_blank\" rel=\"noreferrer noopener\">Heron Preston<\/a> has regained full control of his homonymous brand after repurchasing the rights from <strong>New Guards Group (NGG)<\/strong>. The move represents a new beginning for the designer, who launched his brand under the Italian fashion holding company in 2017.<\/p>\n\n\n\n<p>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&#8217;s brand is once again independent. Other firms, such as <strong>AMBUSH, Palm Angels and Alanu<\/strong>i, also left NGG&#8217;s portfolio in recent months.<\/p>\n\n\n\n<p>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 <strong>full and exclusive rights to its brand.<\/strong><\/p>\n\n\n\n<p>Heron Preston, now based in <strong>Brooklyn<\/strong>, is preparing to relaunch its <a href=\"https:\/\/heronpreston.com\/password\" target=\"_blank\" rel=\"noreferrer noopener\">brand<\/a> in October. It begins a new creative cycle, free from the influence of outside investors.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The designer regains full ownership of his brand after the New Guards Group crisis, preparing its relaunch from Brooklyn with full creative autonomy.<\/p>\n","protected":false},"author":50,"featured_media":519678,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[603],"tags":[832],"class_list":["post-519643","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion-en","tag-heron-preston-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin  - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Heron Preston takes back full control of his brand - HIGHXTAR.<\/title>\n<meta name=\"description\" content=\"Heron Preston regains full ownership of his brand, preparing its relaunch from Brooklyn with full creative autonomy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/highxtar.com\/en\/heron-preston-takes-back-full-control-of-his-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Heron Preston takes back full control of his brand\" \/>\n<meta property=\"og:description\" content=\"Heron Preston regains full ownership of his brand, preparing its relaunch from Brooklyn with full creative autonomy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/highxtar.com\/en\/heron-preston-takes-back-full-control-of-his-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"HIGHXTAR.\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/highxtar\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-10T08:59:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-10T08:59:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/highxtar.com\/wp-content\/uploads\/2025\/07\/Thumb-Heron-Preston-Marca.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"1200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Alejandro Ventura\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@highxtar_\" \/>\n<meta name=\"twitter:site\" content=\"@highxtar_\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alejandro Ventura\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/highxtar.com\/en\/heron-preston-takes-back-full-control-of-his-brand\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/highxtar.com\/en\/heron-preston-takes-back-full-control-of-his-brand\/\"},\"author\":{\"name\":\"Alejandro Ventura\",\"@id\":\"https:\/\/highxtar.com\/#\/schema\/person\/aa0ea1a0bf59bf7b780d9de744057f3f\"},\"headline\":\"Heron Preston takes back full control of his brand\",\"datePublished\":\"2025-07-10T08:59:48+00:00\",\"dateModified\":\"2025-07-10T08:59:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/highxtar.com\/en\/heron-preston-takes-back-full-control-of-his-brand\/\"},\"wordCount\":177,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/highxtar.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/highxtar.com\/en\/heron-preston-takes-back-full-control-of-his-brand\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/highxtar.com\/wp-content\/uploads\/2025\/07\/Thumb-Heron-Preston-Marca.png\",\"keywords\":[\"Heron Preston\"],\"articleSection\":[\"Fashion\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/highxtar.com\/en\/heron-preston-takes-back-full-control-of-his-brand\/#respond\"]}],\"copyrightYear\":\"2025\",\"copyrightHolder\":{\"@id\":\"https:\/\/highxtar.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/highxtar.com\/en\/heron-preston-takes-back-full-control-of-his-brand\/\",\"url\":\"https:\/\/highxtar.com\/en\/heron-preston-takes-back-full-control-of-his-brand\/\",\"name\":\"Heron Preston takes back full control of his brand - 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