In January 2017, during Paris Men's Fashion Week, the Italian company New Guards Group (Off-White) unveiled the Heron Preston brand. Christened "For you, the world", this first collection laid the foundations for the future of the brand: a wardrobe made up of flowing trousers, zip-up jackets, fleece clothing and T-shirts. Some key features of the brand were already there: the orange touches (reminiscent of workwear and therefore, their ethics) and a logo that spells the word "Style" in the Cyrillic alphabet.
The brand quickly made a name for itself and launched a womenswear line not long after. In an effort to protect the environment, the collections from the brand's founder feature several pieces made using recycled materials.
Born in San Francisco in 1983, Heron Preston Johnson created his first T-shirt line while still in high school. It was a successful first foray into the fashion world since he went on to sell his items all around the world. But it was in 2004, when he moved to New York to take classes at the Parsons School of Design that his career in fashion really took off. After his popular blog saw him featured in the book "The Young and the Banging", he attracted the attention of Nike, who offered him a position in their marketing department, before appointing him global digital producer at Nikelab. At the same time, Virgil Abloh invited him to join the Been Trill collective, which he was forming with Matthew Williams. The trio produced parties, albums, apps, and a few clothes, and the exposure saw Heron Preston become creative consultant for Kanye West. When Virgil Abloh launched Off-White and Matthew Williams founded Alyx, the San Franciscan designer unveiled HPC Trading Co., an online shopping site on which he also marketed "Uniform", the capsule collection he created for the New York City Department of Sanitation. Following the success of his line, Virgil Abloh encouraged Preston to launch his own brand and presented it to New Guards Group (which had funded the Off-White brand). His first collection was presented in Paris in January 2017.