Agenda-setting intelligence, analysis and advice for the global fashion community.
The day H&M’s collaboration with Heron Preston hit the market this March, Roland Adjaye, a 22-year-old South Londoner who works as a brand specialist at Harrods, bought several items.
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Streetwear is by no means dead, but its customers are changing. Today they're embracing a diverse wardrobe that mixes logo T-shirts with heritage brands and traditional menswear or luxury.
The New York-based designer will create his own collection for the retailer, launching in 2024. As part of his long-term role, Preston will also consult on the brand’s overall menswear assortment.
As critics argue that menswear labels’ homogenous marketing style has made for a feeling of boredom and sameness in the sector, start-ups are beginning to invest in imagery that will set them apart from their competitors.
Lei Takanashi is a Correspondent at The Business of Fashion (BoF). He is based in New York City and covers menswear, streetwear, young consumer trends, and the intersection between fashion and culture.
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