Luxury e-commerce giant Farfetch has recently made headlines with its acquisition of Tokyo-based label Ambush, an event that signifies the next chapter in the evolution of Farfetch’s partnership with New Guards Group. Farfetch had acquired New Guards Group back in August 2019 for a whopping $675 million, a move that added esteemed brands such as Off-White, Heron Preston, and Palm Angels to their already impressive portfolio. With the addition of Ambush, New Guards Group further solidifies its commitment to supporting young talents within the fashion industry.
Ambush, founded in 2012 by Yoon Ahn and rapper Verbal, started off as an experimental jewelry brand before expanding its offerings to include gender-neutral ready-to-wear clothing. The brand quickly gained recognition for its avant-garde and deconstructed aesthetic and collaborated with renowned names like Nike, Sacai, and Off-White, further solidifying its position as a rising star in the fashion world.
Davide de Giglio, co-founder and president of New Guards Group, expressed his admiration for the recent projects undertaken by Yoon and Verbal. He believes that the partnership between New Guards Group and Ambush will inject a new dynamic into the fashion landscape by combining elements of Japanese and Italian culture.
Yoon Ahn, founder of Ambush and also responsible for men’s jewelry at Dior, sees the acquisition as an opportunity to take Ambush to new heights on a global scale, while incorporating the best of both Japanese and Italian craftsmanship. New Guards Group will take over Ambush’s operations starting from Autumn/Winter 2020 and plans to expand the brand’s distribution network, including bringing it onto the Farfetch platform. Yoon Ahn will continue serving as the creative director, while Verbal will retain his role as president.
Prior to Farfetch’s acquisition, luxury groups like LVMH had expressed interest in purchasing New Guards Group, but it was Farfetch’s unexpected deal in the third quarter of 2019 that secured this partnership.
As Farfetch continues to make strategic moves in the luxury fashion industry, the acquisition of Ambush and the strengthening of their collaboration with New Guards Group sets the stage for even more innovative and exciting developments to come.