Renowned fashion designer Heron Preston has joined global sports organization Gen.G as the brand’s executive advisor. As part of the new role, Preston will lead design efforts around limited edition articles for the Gen.G. League of Legends team.
Gen.G, in collaboration with Heron Preston, joins a long list of icons and cultural brands that have worked with the designer, including Kanye West and the Yeezy brand, Virgil Abloh and their label founded Trill, Carhartt, NYC Department of Sanitation, Hewlett- Packard and NASA.
“I am very excited about this role with Gen.G. Built from digital communities that connect globally, sport is the future of entertainment and a cultural spot where new ideas will emerge. I look forward to exploring new territory with Gen.G; Their inclusive, innovative, relevant and educationally oriented approach to gaming really resonates with what matters most to me, ”Preston said.
“The global culture of games has grown so much that it is now pushing the boundaries that separated it from the fashion and music communities. Heron’s history of pushing these boundaries makes him the ideal partner as we grow our brand. Let’s start some interesting projects together; it was refreshing to work with someone who is so practical and really wants to understand the stories of the players to discover the best way to represent our gaming community, ”said Gina Chung Lee, VP for Brand for Gen.G.