Gen.G Names Fashion Designer Heron Preston Exec Brand Adviser

Esports organization Gen.G is "hoping to expand its reach with the signing of designer Heron Preston as executive brand adviser," according to Obi Anyanwu of WOMEN'S WEAR DAILY. Gen.G owns and operates teams for League of Legends, Overwatch, Valorant and NBA 2K. Preston will "design limited-edition products for the organization and provide general creative counsel and advisement." His first capsule will "launch later this year for League of Legends." Preston said that he was "drawn to Gen.G for its different approach" to esports and gaming. Anyanwu noted Gen.G has "introduced educational programs and initiatives within the organization, and is making efforts to attract female gamers through summer programs and teams." The fashion and gaming tie-up is "still fairly new." FaZe Clan has "teamed with Champion and Kappa among others on apparel collections," while Doug Barber, formerly of Reigning Champ, "joined 100 Thieves to design, and this year, Jeff Staple created uniforms for the 2020 Overwatch League season." But there is "synergy between fashion and gaming beyond apparel, and Preston sees opportunity in bridging the two worlds." Preston said, "This whole world of e-sports is just the beginning. We’re starting to scratch the surface with what’s possible with e-sports" (WWD.com, 7/29).