Alright – so today we’ve got the honor of introducing you to Preston Williams. We think you’ll enjoy our conversation, we’ve shared it below.

Preston , appreciate you joining us today. Can you open up about a risk you’ve taken – what it was like taking that risk, why you took the risk and how it turned out?

Starting our brand, while in college in Massachusetts, was a risk. Having no prior technical fashion knowledge or understand the business of fashion, we set out to learn as we went – going as far as adding Fashion Merchandising as minors in college, connecting with local creatives and investing in our vision saw a lot of trial and error. There were a lot of bumps on the road that set us back financially and emotionally, however, our determination and passion to create a lane for our creativity outweighed our obstacles. Those moments have shaped us be where we are and continue to create, expand and understand ourselves more. though there were many risks, our reward came in being able to say we created something we are proud of.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

SHERMAИ | PRESTOИ is a contemporary menswear label based in New York. The brand emphasizes tailoring while modernizing classic menswear staples. While keeping “fit & feel” at its core, SHERMAИ | PRESTOИ focuses on merging the flair of uptown style with the nobility of downtown.

SHERMAИ | PRESTOИ resonates a bold stance in men’s fashion while staying true to contemporary style. At its core, the brand explores personal gratification through eloquent detailing using fabrications and silhouettes. By focusing on ‘fit & feel’ with each product, SHERMAИ | PRESTOИ brings aspiration to fruition with menswear as its muse.

The brand was established by business partners, Sherman and Preston, who became friends in the 6th grade while growing up in New York City. Since establishing the brand, they have worked with countless publications and celebrities while building their namesake. As they have developed as men, their brand, SHERMAИ | PRESTOИ, has been an outlet to showcase their creativity and their transition from adolescents to adults in the fashion realm.

Is there a particular goal or mission driving your creative journey?

As creatives, our biggest mission is to showcase the vulnerability of manhood in a fashionable way. Focused on “fit and feel,” SHERMAИ | PRESTOИ aims to constantly challenge the norm of men’s fashion and exemplify being bold in all areas of your presentation. Honing in the bravado of New York, SHERMAИ | PRESTOИ aims to reimagine the presentation of fashionable men at all times. Our simple belief is that the clothes do not make the man, however, it makes for a great introduction.

What do you find most rewarding about being a creative?

As creatives, the biggest reward is rethinking norms. For example, for our Spring Summer 2023 collection, we took on the challenge of reimagining the classic I Love New York logo done by Milton Glaser in 1976. Th icon logo is world renowned as representing everything New York is about and has been used countless times in products and marketing. What we wanted to do as a brand was reimagine that logo and what it means for us. The concept came during a late night conversation Sherman and Preston were having regarding their viewpoint of where NYC was as a whole. Being able to recreate the logo for SHERMAИ | PRESTOИ was rewarding because it gave us an opportunity to modernize a classic and iconic image in our own way.

Contact Info:

• Website: shermanpreston.com
• Instagram: @shermanpreston
• Twitter: @shermanprest0n

Image Credits
All Images are owned by SHERMAN PRESTON LLC, stylized as SHERMAИ | PRESTOИ