AMBUSH is indipendent again

AMBUSH returns to being an independent brand. The news comes directly from Tokyo, where founders Yoon and Verbal announced that they have reacquired full ownership of the brand. Founded in 2008 and later rising to prominence with the streetwear boom, AMBUSH quickly gained global relevance, becoming one of the most beloved emerging brands on the European and international scenes, especially thanks to its work in jewelry. The brand joined the portfolio of New Guards Group in 2020, and after the long and gradual collapse of the group, now almost completely dismantled, Yoon and Verbal have decided to regain full ownership, confirming the transaction's closing on Friday, although without providing further financial details. The return to full independence will allow the founders to lead AMBUSH with total creative autonomy and greater strategic flexibility. The decision to exit NGG follows an increasingly evident trend: other brands like Off-White and Palm Angels were recently acquired by Bluestar Alliance, while last month the founders of Alanui, Carlotta and Nicolò Oddi, bought back the shares held by NGG in their high-end knitwear brand. Stella McCartney and Giuseppe Zanotti have also recently regained the stakes that LVMH held in their respective brands.

The case of New Guards Group, however, has been more turbulent: after losing the license to distribute Reebok in Europe and entering a CNC procedure in Italy — a measure that allows companies in difficulty to restructure without being declared insolvent — the group is now undergoing redefinition. Currently owned by Farfetch, which acquired it for $675 million in 2019, NGG is now part of the new corporate structure led by Coupang, the South Korean e-commerce giant, which took over Farfetch at the end of 2023 for $500 million. Despite the challenges, NGG still retains brands in its portfolio such as Marcelo Burlon County of Milan and Heron Preston, although both founders have since left, as well as Peggy Gou and Unravel Project. In this scenario of deep transformation, AMBUSH’s return to independence is positive news, and an opportunity to reaffirm the brand’s founding values and continue innovating through collaborations and projects that span fashion, music, and contemporary culture.