Famed fashion designer Heron Preston entered has become an executive brand advisor to the global esports company Gen.G. As part of the new job, for the League of Legends team at Gen. G, Preston will lead the design efforts for limited edition products.
Gen. G joins a long list of cultural icons and brands that have worked with the designer in collaboration with Heron Preston, including Kanye West and the Yeezy brand, Virgil Abloh and their co-founded Been Trill label, Carhartt, NYC Department of Sanitation, Hewlett-Packard and NASA.
Preston said: “I’m really excited about this role with Gen.G. Having been built from digital communities that connect worldwide, esports are the future of entertainment and a cultural hotspot where new ideas will emerge. I am looking forward to exploring new territory with Gen.G; their inclusive, innovative, relevant and educationally-driven approach to gaming really resonates with what matters most to me,” Preston said.
“The global gaming culture has grown so large that it is now pushing at the borders that separated it from fashion and music communities. Heron’s history of pushing these boundaries makes him the ideal partner as we grow our brand. We’re getting started on some exciting projects together; it’s been refreshing to work with someone who is so hands-on and really wants to understand the players’ stories to figure out the best way to represent our gaming community,” Gina Chung Lee, VP of Brand for Gen.G, said.
We’re excited to have @heronpreston as an Executive Brand Advisor for Gen.G🎉
“Growing up was about going to the Street Fighter arcade, but it would only be the 5 of us. Now it’s blown up to a scale I would’ve never imagined”
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— Gen.G Esports (@GenG) July 29, 2020