Streetwear icon Heron Preston and high street giant H&M are back with the second chapter of their groundbreaking H2 Collection. Launching in March 2024, the long-term collaboration pushes the boundaries of creative design while prioritizing sustainability. Inspired by Preston’s signature New York City aesthetic, the H2 collection features a range of unisex ready-to-wear and statement accessories priced from €19.99 to €399. The second chapter launches on October 17 in selected H&M stores and online at hm.com.
H2 is a multi-faceted platform that promotes conscious design for the future of fashion. The initiative focuses on three key pillars: people, product and process. Heron Preston and H&M strategically combine innovative design with a commitment to a more circular approach to garment production.
The second H2 collection delivers a fresh range of cultural archetypes reimagined for a new kind of everyday uniform. Think elevated sportswear silhouettes like a vibrant branded hockey jersey and a printed leather varsity jacket, reminiscent of NYC street style in the late 90s and early 2000s. Standouts include a glamorous pink rhinestone denim corset, a matching pair of jeans and a versatile khaki bomber jacket.
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Sustainability is woven into the fabric of the H2 collection. Patchwork long sleeves pieced together from graphic T-shirts offer a unique example of upcycling practices. These pieces are a testament to H&M’s commitment to finding innovative ways to reduce waste in the fashion industry.
“I like to take a no-rules approach when designing,” says Heron Preston. “Each individual should be able to interpret a piece however they want, without feeling confined to one particular look. This new collection is a reflection of that freedom to express oneself, regardless of gender.“
Accessories play a crucial role in completing the H2 urban look. The collection includes a classic baseball cap, a cozy H2 logo beanie and a statement pop-yellow studded belt. Shoe options range from bold oversized boots with silver toe tips to sleek mesh and leather sneakers. Finishing touches include edgy carabiner earrings and futuristic sunglasses.
“The second H2 product release stays true to Heron Preston’s DNA whilst infusing a new sense of energy,” says Ana Hernández, menswear designer at H&M. “I personally love that this collection includes more dynamic pieces that can be paired with the foundational styles in the first launch.”
