Tokyo-based fashion label AMBUSH has successfully regained its independence after buying back a majority stake from New Guards Group, signaling a shift in the ownership structure and creative strategy of the brand.
Tokyo-based fashion label AMBUSH has officially regained its independence following a successful buyback of the majority stake from New Guards Group, marking a significant shift in the company’s ownership structure. The transaction was finalized last Friday, and highlights a broader trend of brands distancing themselves from New Guards Group amid its ongoing uncertainties.
Founded by Yoon Ahn and VERBAL, AMBUSH initially sold a majority stake to New Guards Group in 2020. The reacquisition of the brand allows its founders to reclaim control and, as they state, further express the core values and vision on which AMBUSH was established. “Regaining full ownership enables us to fully express the core values and original vision upon which AMBUSH was built. Now, we are energized by this new chapter and the boundless potential ahead,” said Yoon, co-founder and creative director of AMBUSH.
The decision to buy back AMBUSH is expected to enhance the brand’s creative autonomy and strategic flexibility. VERBAL, co-founder and CEO, expressed enthusiasm for this new direction, stating, “Taking back ownership is an important milestone that restores our freedom to pursue innovation and deepen our community connections globally.” The brand aims not only to strengthen its fashion presence but also to expand into digital and technological initiatives, while exploring cross-genre collaborations with sectors like music.
AMBUSH is not the only brand to sever ties with New Guards Group in recent times. High-profile labels including Off-White and Palm Angels were recently acquired by Bluestar Alliances. Additionally, last month, Alanui co-founders Carlotta and Nicolò Oddi secured their stake from the group, indicative of a shifting landscape within the fashion industry. As brands like AMBUSH re-establish their independence, the future of New Guards Group remains uncertain.
Source: Noah Wire Services
