HERON PRESTON’S GLOBAL RETAIL TOUR FOR HIS DEBUT AW17 COLLECTION COMES TO NYFWM
HERON PRESTON X NYC DEPARTMENT OF SANITATION
On July 12th, 2o17 HERON PRESTON presented his his first full collection entitled “FOR YOU, THE WORLD.” TOUR Y2K17 at Patron of the New as part of his worldwide in-store rollout for his first full collection. The garments began landing in stores globally on May 20th, 2017, and the designer has been moving across cities to celebrate the collection with a variety of in-store events. The first pop-up was held on May 19th, 2017 in Moscow at KM20, and Preston decided on hosting his New York leg of the tour during this seasons New York Fashion Week Men’s at Patron of the New with not only just the in-store event and product launch but also an art installation by Heron Preston x John Margaritas of New York Sunshine. BFA Imagery photographer Madison McGaw was on hand to photograph the guests and well wishers.
During Fashion Week this past September, the innovative creator Heron Preston whose fashion collaboration with the New York City Department of Sanitation made headlines around the fashion industry, and he has been on a world tour to celebrate launching his first full collection for his eponymous line. Preston did this by holding a series of in-store events in key cities across the globe, beginning with Moscow and including Paris, London, and Milan. The designer chose to host his New York layover for the brand’s inaugural in-store event and art installation at Patron of the New, before departing for the final two cities on the tour, Tokyo and Seoul. Guests such as Brendan Fallis, Jack Greer, Logan Horne, and Mario walked around the store eyeing the collection and the specially commissioned art installation.
Preston hosted the event in collaboration with Patron of the New to mark the drop of his highly anticipated debut collection, from the New York-based designer’s AW17 season on July 12th, 2017. He titled the collection For You, The World offered consumers a cohesive narrative, tying in ideas, graphics and inspiration that Preston has explored in capsule collections and exclusive releases over the years. When my friend Eric and I arrived and found out that the brand’s pop-up with the store would be running for two weeks, we earmarked sometime to come back and be able to shop with less people around. There was an orange tee shirt with graphics stating COMMUNITY SERVICE that I had my eyes on. The pop-up hosted by Patron of the New founder’s Jonathan and Lisa Pak, they showcased numerous of Heron Preston x DSNY items that had been presented during New York Fashion Week in September alongside the main AW17 collection and a limited edition graphic tee that Preston created solely for the retail tour partners and exclusively for sale at these limited, exclusive installations.
Heron Preston is one of the latest designers to create genre & gender-bending garments, becoming a cultural icon known for his bold aesthetics. Calling Preston a jack of all trades would be quite the understatement; he now functions as a creative director, content creator, designer, artist, and DJ. As a designer he seems to find joy in the unexpected; by taking conventional themes and reinterpreting them. His most recent example would be the “UNIFORM” work garments, where he collaborated with the New York City Department of Sanitation on a series of zero waste themed clothes and accessories.
It is this sense of style and branding that has become his signature, bringing him collaboration with the likes of industry heavy weights Virgil Abloh, and as a creative consultant to Mr. Kanye West, most notably on his work for the Life of Pablo and Yeezy fashion labels. Not to mention he has also served as the global digital producer for Nike as well. One of the best ways to purchase items from the first collection is on his e-commerce platform HPC Trading Co., where all his original clothes and accessories are sold.