Virgil Abloh At SoHo House
Virgil Abloh and Heron Preston for REIGN New York.
The official REIGN launch party took place last night at the SoHo House New York in the Meatpacking District. A special "Flat-White" DJ set was performed courtesy of Virgil Abloh and Heron Preston. In attendance were close friends and family of the brand, along with industry executives who have been day one supporters of the brand. The event served as an intimate celebration, marking the first chapter and debut of the REIGN brand.
Visit our vimeo page to check out a detailed video re-cap of the event.
About Virgil Abloh & Heron Preston.
American designer, DJ and stylist Virgil Abloh came to prominence as Kanye West’s creative director. He has since made waves in the fashion world with his luxury streetwear label, Off-White. Born in 1980 to Ghanaian parents, Abloh grew up in Chicago. He obtained his bachelor’s degree in civil engineering from the University of Wisconsin-Madison in 2002 and went on to study architecture at the Illinois Institute of Technology. After working for an architecture firm for two years, Abloh shifted his focus to fashion. In 2009, he founded RSVP Gallery, an art gallery and menswear boutique in Chicago. That same year, he joined Kanye West's creative agency Donda as creative director, overseeing projects like stage shows and concert merchandise. In 2012, Abloh launched his first fashion brand, Pyrex Vision, which screen-printed logos onto Champion t-shirts and dead stock Ralph Lauren rugby shirts. Alongside this, he collaborated with Matthew Williams and Heron Preston as part of a collective called Been Trill. Pyrex shuttered in 2013. That same year, Abloh launched luxury men’s and women’s streetwear label Off-White. The Milan-based brand was picked up by retailers such as Barneys and Colette and is worn by the likes of Jay-Z, ASAP Rocky, Rihanna and Beyoncé. In 2015, Off-White was an LVMH Prize finalist. Alongside running his fashion brand and consulting, Abloh DJs under the alias Flat-White.
Heron Preston is the true embodiment of an artist born of the post-internet generation. Multi-faceted and genre-bending, he has become a cultural icon in youth culture, known for his bold aesthetics. Applying the knowledge, he gained from earning his B.B.A from Parsons School of design and his San Francisco upbringing, Preston now functions as an artist, creative director, content creator, designer and DJ; the one common thread among his impressive bodies of work is a commitment to innovation, experimentation and unpredictability. He’s never one to worry about breaking rules, as evident by his e-commerce platform HPC Trading Co., where he features and sells his original clothes and accessories. He finds particular joy in the unexpected; taking conventional themes and reinterpreting them. Take for example his most recent “UNIFORM” work, where he collaborated with the NYC Department of Sanitation on a series of zero waste themed clothes and accessories. His signature style has earned him collaborations with the likes of Virgil Abloh. He’s also served as the global digital producer for Nike and of course, creative consultant to Kanye West, most notably on his work for the Life of Pablo and Yeezy fashion label.