New Guards Group has acquired the Ambush brand. The Italian company, whose portfolio already includes prestigious labels such as Off-White, Heron Preston and Palm Angels, was itself acquired by luxury e-commerce giant farfetch last August for 675 milion dollars. Ambush, a Tokyo-based label launched in 2012 by Yoon Ahn and her husband, rapper Verbal, began life as an experimental jewellery brand. The label later expanded its offering to include gender-neutral ready-to-wear, developing an avant-garde, deconstructed aesthetic and pursuing growth through savvy, big-name collaborations with the likes of Nike, Sacai and Off-White, quickly establishing itself as a rising star in the fashion world. New Guards Group will be taking over at Ambush as of Autumn/Winter 2020, and will be bringing the Japanese brand’s offering onto Farfetch, while also expanding its distribution network. A number of luxury groups, including France’s LVMH, had considered purchasing the company before Farfetch took the industry by surprise, closing a deal with the Italian group in the third quarter of 2019.
