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HERON PRESTON X
DSNY
Heron Preston & the NY Dept. of Sanitation team up to end waste in New York City by 2030
Roxene Edwards
12,000
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HISTORY OF HERON PRESTON, HPC TRADING Co.Heron Preston
- Founding member of #BEEN #TRILL
- NYC streetwear designer
- Known collaborator of Kanye West & Nike
- Founded HPC TRADING Co. , men’s streetwear label
- Target Audience: “streetwear hipster”
NY DEPT of SANITATION
- Commissioner Kathryn Garcia- Created the 0x30 campaign- Goal is to reduce landfill waste to
0 by 2030 through:○ expanding programs ○ enhancing outreach○ exploring new strategies to reuse
items to keep them from being sent to landfills
- FOUNDATION FOR NY’S STRONGEST
0x30ZERO BY THIRTY
“a project introduced by sanitation commissioner Kathryn Garcia last year where New York pledges to send zero waste to landfills by 2030”
Foundation For New York’s Strongest, 2015
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ZERO WASTE PLEDGE
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THE COLLABORATION
Who: HPC X DSNY
What: Fashion presentation; collaboration between Heron Preston & the DSNY
When: Sept. 7, 2016 (presentation); Sept. 19, 2016 (online)
Where: DSNY Salt Shed; Online at HPCXDSNY.com
Why: Raise environmental awareness in order to reduce waste in NYC by 100% by 2030
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THE COLLABORATION
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IMPLEMENTATION - SOCIAL MEDIA #HPC0x30
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IMPLEMENTATION - ONLINE
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4 P’s of Marketing
Product
Upcycled Apparel
Place
DSNY Salt Shed & Online at HPCxDSNY.com
Promotion
Utilized social media Fashion press
Price
$65 - $1250
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ANALYSIS
BENEFITS- Occurred during NYFW- Heron Preston notable
fashion figure- Heron Preston is
emotionally invested- Applied a current fashion
trend
ISSUES- Streetwear is a very
niche market- No large company
behind him; Limited number of items
- Never stated how much money would be donated
QUESTIONS?
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REFERENCES
Colon, Ana. (2016, August 24). This Kanye Collaborator Will Show Trash-Collector Uniforms At NYFW — Here's Why. Retrieved from http://www.refinery29.com/2016/08/121121/heron-preston-garbage-collector-uniform-nyfw
Foundation for New York’s Strongest. (2015). Retrieved From http://www1.nyc.gov/assets/dsny/about/inside-dsny/foundation.shtml
Fox, T.S. (2016, September 8). A Full Look at Heron Preston's DSNY Collaboration. Retrieved From http://hypebeast.com/2016/9/heron-preston-dsny-pricing
Gartland, Michael. & O’neill, Natalie (2016, August 24). Fashion Week designer decides Dumpster-chic is a good idea. Retrieved From http://nypost.com/2016/08/24/fashion-week-designer-decides-dumpster-chic-is-good-idea/
heronpreston (2016). [Instagram] Retrieved From https://www.instagram.com/heronpreston/?hl=en
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REFERENCES
Plitt, Amy. (2016, September 9). New York Fashion Week embraces Dattner's sculptural Salt Shed. Retrieved From http://ny.curbed.com/2016/9/9/12865308/nyfw-2016-heron-preston-department-of-sanitation
Recycling Facts. (2016). Retrieved From https://www.grownyc.org/recycling/facts
Roazen, Ben. (2016, September 6). One Man's Trash: Heron Preston Teams up With DSNY to Elevate Workwear & Minimize Waste. Retrieved From http://hypebeast.com/2016/9/one-mans-trash-heron-preston-teams-up-with-the-dsny-to-elevate-workwear-minimize-waste
Zero Waste (2015). Retrieved From http://www1.nyc.gov/assets/dsny/zerowaste/residents.shtml
Zero Waste Pledge. (2015). Retrieved From http://www1.nyc.gov/assets/dsny/contact/programs/zero-waste-pledge.shtml
