Today, Heron Preston and Jacuzzi introduces the world to Basketball Skateboards. The collection draws from '90s skate culture and the connection between skateboarding and basketball. It's the brainchild of Jacuzzi, with some mentorship from Preston.
The brand is inspired by the parallels between skateboarding and basketball, two subcultures that have become major influencers in the fashion industry now. The inaugural release includes a mesh basketball jersey set with rhinestones, baggy skate chinos, and bold graphic T-shirts featuring a nostalgic athletic patch.
Basketball Skateboards collection is available beginning today exclusively at Selfridges in the UK, followed by a stateside release on November 28, solely at PacSun stores.
To celebrate the launch, we had the chance to ask Preston a few questions about the new line.
Why is now the right time to launch the new label? How did it come about?
Inspiration came from seeing Jacuzzi backstage at the Yeezy show and discussing upcoming work/ideas & designs. The name came from Jacuzzi playing on a Basketball team when he was younger and his mom promising him a skateboard if he made the team.
There was no bad time for us launching the brand. Skateboarding has raised both of us. Jacuzzi and I both have a love of fashion, skating and basketball. It made perfect sense to launch this brand together and the stars just really aligned for right now, we’re really proud of it.
The label takes a lot of cues from early street culture. Why are these references important now, and how do you plan on making them relevant for today's customer?
I grew up skating and playing basketball. For me, the marriage of the two lifestyle sports enabled me to create something nostalgic yet relevant for today’s streetwear landscape.
In a time when the global streetwear market is oversaturated, how do you stay relevant and cut through the noise?
Looking through the lens of fashion, being creative and always watching. I live the brand, I’m that person on the Basketball court on my skateboard. Looking to my mentors for inspiration too.
What can we expect from the label in the future, following tonight's launch?
Getting cooler and fresher, new ideas for the brand. I am very excited to launch this brand with our exclusive retailers. Selfridges in the UK seemed like the perfect fit for us and PacSun gives us the retail power we need for the US.
Up next, be sure to check out Human Made and KFC's NIGO-designed collection.