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Preen is built on a darkly romantic and effortlessly modern aesthetic, juxtaposing the masculine with feminine and mixing of hard and soft. The brand's essence has been established as punkish with vintage elements and handcrafted details. Collections subvert traditional motifs and the British sense of tongue-in-cheek chic. The label has since become synonymous with deconstructed London cool and developed a cult status amongst fashion heavyweights.

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