Designer Heron Preston has joined forces with H&M on a collaborative inaugural H2 collection, debuting on March 14, 2024. The launch comes alongside a new design effort that turns garments donated by New Yorkers into new works of fashion.
The new eco-minded unisex collection is inspired by the streets of New York and everyday style, and embodies Preston’s unique design philosophy. It combines practicality with unmatched fit, durability, and adaptability, carefully considering cultural icons and nuances. The range boasts an array of pieces designed to enhance any wardrobe, championing diversity in design, fit, and style.
H2 includes reversible bomber jackets, racing-style jerseys, hoodies, and denim made from eco materials including 100 percent recycled polyester and recycled cotton. Each piece in the collection carries the “Unity” print, emphasizing the importance of sustainable practices in fashion.
Preston isn’t new to upcycling. In 2021, he repurposed Mercedes-Benz airbags into a collection ahead of Berlin Fashion Week.
“I believe it’s a collection that can be seamlessly integrated into anyone’s existing wardrobe,” Preston said in a statement. “The idea is to acknowledge individuality through design codes, fits, shapes, and styles that everyone around the globe can relate to. We recognise how real people adopt clothing and adapt it to their personal style.”
The H2 collection aims to combine practicality with unmatched fit, durability, and adaptability, carefully considering cultural icons and nuances. The range boasts an array of pieces designed to enhance any wardrobe, championing diversity in design, fit, and style. Preston said the collection is designed to complement any wardrobe, “celebrating individuality through its diverse range of designs, fits, and styles.”
The H2 campaign explores themes of duality, curiosity, and human connection, mirroring the foundational values of the Heron Preston and H&M partnership. It aims to spark conversations and build a sense of unity through fashion, demonstrating the transformative potential of collaborative efforts in pioneering new sustainable futures.
“We’re excited to launch this multifaceted, long-term partnership with such a strong first collection, democratizing Heron Preston’s creative vision by making it more accessible to people worldwide. I think we will accomplish many wonderful things together over time, and this is just a first step,” said Ross Lydon, Head of Men’s Design at H&M.
Alongside the collection’s debut, Preston introduces the H2 EXCHANGE, a pioneering circular fashion initiative. This program seeks to revolutionize the fashion landscape by promoting a circular mindset among new designers, fostering a sense of community, creativity, and learning. By encouraging the public to contribute clothing for upcycling, the H2 EXCHANGE underlines the imperative to extend the lifespan of garments, aligning with the collection’s sustainable ethos.
H2 EXCHANGE has launched a open call for young, New York-based designers to apply for the program on the platform’s website. Through the program, three talents will be selected to work alongside Heron Preston to create a unique collection made from upcycled clothes donated by local New Yorkers. Anyone who makes a donation between March 8 and 10, from 9am-6pm at 25 Howard Street in SoHo, will receive personal tokens that give them priority access to events at the EXCHANGE studio, opportunity to buy pieces from the EXCHANGE collection, and discounts on H2 seasonal collections.
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