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In 2017, Heron Preston unveils his eponymous brand, revolutionizing the fashion world with his bold approach to "luxury streetwear", an aesthetic heavily influenced by the "workwear" universe. Preston stands out not only for his unique and innovative style, but also for his deep commitment to environmental issues. Concerned about the impact of the fashion industry on the planet, he makes it a point to use recycled materials and opts for organic cotton in his creations. His avant-garde and responsible approach quickly attracts the attention of fashion enthusiasts conscious of contemporary ecological challenges, thus solidifying the reputation of his brand as one of the most influential in the sector.