New Guards Group designer Heron Preston is taking a creative sojourn from his eponymous line of luxury streetwear to partner with Calvin Klein this spring.
In an interview with Highsnobiety, the PVH Corp.-owned brand confirmed that it is working with Preston on a collection of sustainably sourced Calvin Klein staples such as jeans, white T-shirts, sweatshirts and underwear.
The “Heron Preston for Calvin Klein” capsule was initiated when the designer consulted for the Calvin Klein and began to identify what he considered to be the brand’s key categories. The collection promises to be genderless and seasonless, speaking to the enduring qualities of Calvin Klein’s core items.
Though designer collaborations are a common way for brands to inject newness, reach a new audience and build brand buzz and awareness, Calvin Klein’s partnership with Preston marks its first such endeavor.
The brand is shifting gears, however. Jacob Jordan, Calvin Klein global chief merchant, told Highsnobiety that that label plans to work with “different visionary and creative people” to help tell a Calvin Klein story through the lens or experiences with the brand.
“I see this project as a first step; it’s a reawakening for the brand, moving us closer in our connection to culture and creativity. It is about forming interconnected partnerships who can help us tell our story in a way that maybe we couldn’t on our own,” Jordan said.
Preston, known for melding workwear, streetwear and luxury in his own collections, is well acquainted with collaborations. The designer has teamed with companies such as HP, Nike and Levi’s for a series of collections. A San Francisco native, Preston has found unique synergies with the Bay Area denim giant. Their latest collaboration called “Mistakes are OK” is a nod to a clerical error on Preston’s birth certificate that has him born in 1873—the same year blue jeans were patented.
The Heron Preston for Calvin Klein will launch on April 23 in the U.S. and select markets in Asia and Europe. The company released a countdown clock to the launch on its website with the tag line “I’m working on it. -H.” Highsnobiety reports that retail prices will range from $36 for underwear to $298 for apparel.
Design is top of mind at Calvin Klein. Last week, the brand confirmed that designer Willy Chavarria has joined Calvin Klein as senior vice president of design for Calvin Klein North America and Global Essentials apparel, men’s.