Summary:
Heron Preston has regained full ownership of his label after New Guards Group’s bankruptcy, marking a new era of independence and creative freedom. The brand will relaunch from New York, with Preston promising a renewed focus on authenticity, cultural storytelling and his original design ethos.
Heron Preston has officially taken back control of his namesake label, reclaiming full ownership after years of corporate disruption. The designer, a key figure in shaping modern luxury streetwear, launched his brand in 2017 under New Guards Group. But after NGG’s acquisitions by Farfetch in 2019 and Coupang in 2023, the company faced mounting instability, ending in bankruptcy in late 2024.
In July 2025, Preston successfully regained all legal and commercial rights to his name. Announcing the news on Instagram, he spoke candidly about the battle to protect his work and vision.
The label will relaunch from New York, the city that defined his early career. With his independence restored, Preston is set to revive the brand’s signature mix of streetwear and cultural storytelling, marking a new era built entirely on his own terms.