Heron Preston exits New Guards Group
Nicola Mira
Published
July 10, 2025
New Guards Group (NGG) has lost another label. Following the recent exit of Palm Angels, luxury streetwear brand Heron Preston too has left the Italian fashion group, and is back in its eponymous founder's control. The news was confirmed by Preston himself, on the homepage of the Heron Preston website. Heron Preston - Ebay
'I've been through one of the toughest and most pivotal chapters of my life, but I came out of it clearer, stronger, and more in love with my purpose. I stayed focused, fought hard to reclaim my brand, and I did it! This next chapter is about building with intention, freedom and clarity. I'm not looking back—I'm building something bigger,' said Preston on the site, which has been emptied of all content.
The US designer has also closed down the label's Instagram account. Heron Preston was launched in early 2017 with NGG, and it generated revenue of €25 million in the first two years in business. Heron Preston's last collection was presented at New York Fashion Week, with the Fall/Winter 2023 season.
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The label's exit is the latest instance in the exodus from NGG. The Italian group was bought in 2019 by Farfetch, which in turn was later acquired and saved from bankruptcy by Korean group Coupang. In the 2010s, Milan-based NGG managed to bring under its umbrella several popular streetwear brands. But in recent months, names like Ambush, Palm Angels, Off-White and County of Milan have left the group.
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