UO Interviews: Heron Hues
New from Heron Hues and available exclusively at UO: a collection of tees and sweatshirts that speak to “both internal and external realities.” From founder Leon Goodrum: “My mission has been to normalize Black imagery through clothing; Heron Hues is a medium of communication.” Read more about the brand below and shop the full collection.
Can you give us a little background info about your brand?
2019 was the official start of the brand! COVID put me in a situation where I needed to commit to myself after losing my job and the inability to perform and tour.
How did the brand come into existence?
My name is Leon Goodrum and as an artist and musician my name is Leon St Heron. Heron Hues was what I branded my merch. My mission has been to normalize black imagery through clothing. Heron Hues is a medium of communication for me.
Can you tell us more about the UO collection and how it came to be?
This is my second round with Urban Outfitters. I'm super grateful for the opportunity to bring my message and ideas to the audience. I feel like these pieces speak to both internal and external realities.
What’s your process like for creating designs and where do you pull your inspirations from?
I pull inspiration when I'm exploring, learning, and running down rabbit holes of information. There is no real process outside of just being determined to bring my ideas to life.
What’s been your most gratifying moment as a small brand owner?
I started in lockdown and haven’t looked up, just kept working, and I’m grateful for any opportunity.
What’s next for you and Heron Hues?
We are moving to organize the chaos. I started out releasing over 175 designs my first year and now I'm going back and making sense of the passion, working with friends and building partnerships.
What do you love about your community?