According to Justin Thornton and Thea Bregazzi, it took them all of one evening to come up with the name for a fashion brand: Preen. After all preening is what dressing up is all about. Whether it was also designed to be a cheeky wink, a knowing nod to the fashion industry’s haughty self-regard and propensity for vain posturing or not, the verb has today become a byword for one of London’s most respected labels.
Revered for it’s deconstructed tailoring, utilitarian separates, off-kilter elegance and streamlined sophistication, Preen often resists definition. As if preferring to languish somewhere between complex yet commercial, esoteric yet accessible, alluring yet androgynous, the label has for the past decade, always marched to the beat of it’s own drum.