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As an alum of the famed NY-based Parson's School of Design and with collaboration credits to his name with the likes of Kanye West and Virgil Abloh to his name, Heron Preston's designer pedigree is a perfect blend of old-time credence and street-culture credentials.
Rising to relevance with impressive speed, having only debuted his first full menswear collection for AW17, Heron Preston has masterfully leveraged his skill, vision, and position to build a zeitgeist streetwear brand which draws references from classic 90s silhouettes, artistic graphics, and post-soviet style cues and typography.
For SS18, Preston delivers a slew of elevated streetwear essentials each imbued with his recognisable calling-cards. Dubbed 'Show House' the collection is inspired by the kitsch graphics and skin-deep style nods placed in the show homes of new residential developments. Exploring the juxtaposition of shallowness and depth, superficiality versus a deeper meaning or relevance, Heron Preston SS18 delivers a careful meditation on what luxury design means in a new age.
Heron Preston SS18 is available now at UrlfreezeShops
