Fashion designer Heron Preston has joined esports organisation Gen.G as an Executive Brand Advisor, the company has revealed.
Preston will join with the aim of shaping the brand and “amplifying gaming to a new fanbase”, according to a release. His tasks will include both specialised design and broader creative counsel.
Preston spoke on the venture in a release: “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 owns his own fashion label, though he is also known for reimaginings of iconic images and collaborations with celebrities and other brands. His previous partners include the likes of Kanye West, Virgil Abloh, and NASA.
Gen.G, which is jointly based in the US, South Korea, and China, operates in several major esports, including League of Legends, CS:GO, Overwatch, Fortnite, and PUBG. Preston will lead design efforts for limited edition items for Gen.G’s League of Legends team, which competes in League of Legends Champions Korea (LCK).
Gina Chung Lee, VP of Brand for Gen.G, said that the move marked an expansion of the company’s horizons. “The global gaming culture has grown so large that it is now pushing at the borders that separated it from fashion and music communities,” she said. “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.”
Esports Insider says: Preston’s entry into esports alongside Gen.G marks a growing trend of fashion-consciousness within the industry. With the prestige and creativity of top designers and fashion brands behind them, esports organisations can create unique product lines and amplify the qualities of their own brands in the process, as seen in Fnatic’s collaboration with Gucci last month.