LOS ANGELES (July 29, 2020) - Famed fashion designer, Heron Preston, has joined global esports organization, Gen.G, as an Executive Brand Advisor - focusing his efforts on further shaping the brand and amplifying gaming to a new fanbase; including specialized design and broader creative counsel.

Preston is best known for his international eponymous fashion label, his innovative, sustainable designs and his highly anticipated brand collaborations. As part of Preston’s role, he will be leading design efforts around limited edition items for Gen.G’s League of Legends (LCK) team.

Gen.G, in collaborating with Heron Preston, joins a long list of cultural icons and brands that have worked with the designer, including: Kanye West and the Yeezy brand, Virgil Abloh and their co-founded Been Trill label, Carhartt, the NYC Department of Sanitation, Hewlett-Packard and NASA. Preston’s current designs can be found on his e-commerce platform HPC Trading Co., next to curated collections of art, music and fashion. In addition to his work in the fashion industry, Preston is a professional DJ, performing at events like Coachella, Art Basel and Ultra Music Festival.

“I’m really excited about this role with Gen.G,” said Preston. “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.”

“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,” says Gina Chung Lee, VP of Brand for Gen.G. “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.”

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