Brand: Preen Line

London brand Preen was founded in 1996 by Justin Thornton and Thea Bregazzi, a couple both at work and in private life. Already the year after the launch of their own label, they opened a store on Portobello Road. The very first customer who came knocking on their door was none other than music icon Cher.

Since then, Preen has enjoyed a strong editorial coverage in all major magazines, have a loyal following and customers all over the world. Cathy Horyn of The New York Times has described their style evolution of recent years as follows: "their clothes get more sophisticated without losing their cool". Because Preen is first and foremost cool, an indie brand that has become a major player in the fashion world. NY Mag describes their style as clean, with fluid lines and a slouchy-futuristic elegance. We say spot on.

In 2008, the duo debuted Preen Line which serves the signature Preen look with a dash of rock´n´roll.