A look at the collaboration between Heron Preston & the NY Dept. of Sanitation through the lens of Cause Marketing

1. HERON PRESTON
X
DSNY
Heron Preston & the NY Dept. of Sanitation team up to end
waste in New York City by 2030
Roxene Edwards

2. 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”

4. 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

13. 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-wo
rkwear-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