blog | 12.09.2017
heron preston - the cult of internetwear
Preston’s ethos appears to be methodically democratic. “Luxury has always been so exclusive and isolated in its own world. Whereas now, it’s all about being open-minded and being inclusive, and recognising the differences in people, and being more accepting of everyone.”
As part of his heavy emphasis on social media, Preston says that he is more engaged with his customers around the world, and always tries to respond personally to comments and messages. “There’s not just one touch point or one kind of way to market your product anymore,” he explains. “There’s just so many different ways and it goes back to breaking rules and tradition, and being experimental in how you communicate your ideas.”
EXCERPT FROM 'heron preston-the cult of internetwear' IN NEUE FASHION ISSUE 5 WRITTEN BY Osman Ahmed.