Embracing mistakes means celebrating what makes life interesting. Fashion designer Heron Preston learned this at an early age. At birth, in fact, thanks to a clerical error on his birth certificate. Though born in 1983, someone at the hospital accidentally entered 1873 on his birth certificate, and that mistake has shaped his entire approach to design. For Heron, it’s not just about accepting mistakes, it’s about celebrating them—a philosophy that’s at the heart of his new collection Levi’s® 2020.



The collection is called "MISTAKES ARE OK" a title taken from one of Preston’s tattoos honoring the birth certificate mix-up. During Heron’s tour of the Levi’s® archives, a Levi’s® design lead noticed his "1873 MISTAKES ARE OK" tattoo and said, "You know that’s the year we patented the blue jean, right?"


The collection features a lineup of Levi’s® Truckers and Levi’s® 501®s.



Each piece in the collection is tweaked and distorted to create a range of intentional mistakes, or, as Heron likes to call them, “conscious aberrations”. The purpose is to show that, rather than making something bad, mistakes should be embraced for how they make things cool and interesting. Conscious aberrations of the collection include internal parts of pockets facing outward, asymmetrical pockets, an upside down coin pocket, mismatched buttons and rivets, incorrectly cut back patches, raw seams, exposed linings and off register resin prints. It’s a recreation of what a Levi’s® Trucker and a 501® might look like if the manufacturing mistakes were left in.



Other elements include Heron’s signature orange tags along with Levi’s® red tabs on the bottom of the Trucker and the waist of the 501®, and screen-printed CTNMb (“STYLE”) graphics on three of the four colors—indigo, fuchsia, and yarn-dyed black. A fourth indigo Trucker and 501® jean is free and clear of any graphic elements. There’s also a resin coating on some jeans and truckers to create a subtle, off-kilter shadowing effect.




About the Levi’s® brand

The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. 



About Heron Preston

Heron Preston is a fashion designer whose eponymous label features workwear-redefined separates and accessories for both women and men.

As a designer, DJ, consultant, art director, and collaborator, his work is deeply inspired by sustainability and technology. As a result, his work inherently speaks to the next wave of culture, innovation, environmental responsibility and human impact. On and off the runway, Preston’s mission to identify and integrate less environmentally destructive practices permeate throughout all of his work, including his high- end workwear collection and the experimental work he’s done with brands such as HP Inc.

Born and raised in San Francisco, Preston received a B.B.A. in design and management from Parsons School of Design in New York City in 2008. From that point, Preston would work for both Nike and Kanye West before founding his own label in 2016. Preston’s nascent brand signatures were soon defined: the frequent use of a carrot orange hue, the Cyrillic word for “style”, interpretations of herons as avian prints, and further collaborations including link-ups with Carhartt, Virgil Abloh’s Off-White, Nike, NYC Department of Sanitation and NASA.

Preston has received a number of high-profile accolades in his impressive ascent: he is on both the Business of Fashion’s BoF 500 and Hypebeast 100 lists. He is also a 2019 Council of Fashion Designers of America (CFDA) Emerging Designer of the Year nominee.

Preston lives between New York City and Milan, and shows his collections during Paris Fashion Week.





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