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Famed fashion designer Heron Preston has joined the global esports organisation Gen.G as an executive brand advisor. As part of the new role, Preston will be leading design efforts around limited edition items for Gen.G’s League of Legends team.

Gen.G, in collaborating with Heron Preston, joins a long list of cultural icons and brands that have worked with the designer, including Kanye West and the Yeezy brand, Virgil Abloh and their co-founded Been Trill label, Carhartt, the NYC Department of Sanitation, Hewlett-Packard and NASA.

“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 said.

“The global gaming culture has grown so large that it is now pushing at the borders that separated it from fashion and music communities. 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,” Gina Chung Lee, VP of Brand for Gen.G, said.