长沙USDT兑换汇率|【唯一TG:@heimifeng8】|飞机盗号软件VIP破解技术✨谷歌搜索留痕排名,史上最强SEO技术,20年谷歌SEO经验大佬✨Ambush founders Yoon Ahn, Verbal buy back stakes from New Guards Group
Dominique Muret Translated by
Nicola Mira Published
April 14, 2025
After Off-White, Palm Angels and Alanui, also Ambush has left the struggling New Guards Group (NGG). The latter, a division of British e-tailer Farfetch, which was bought by Korean conglomerate Coupang in early 2025, acquired a majority stake in Ambush in 2025. Ambush's founders, designer Yoon Ahn and rapper Verbal, have now bought back their stakes in the label.
The value of the transaction was not disclosed, but the operation, completed on April 11, marks a new departure for Ambush, a label with an avant-garde, deconstructed aesthetic. In a press release, Ambush said that “having gained complete independence again, [it] is planning to broaden its presence, expand its digital and high-tech initiatives, and continue to deploy new cross-genre collaborations with fashion, music and more.”
The label, born in 2008 with a jewellery collection, was set up jointly by influential Japanese DJ, musician and producer Verbal, and Korean designer Yoon, who grew up in Seattle. Ambush then introduced streetwear-influenced women’s and men’s ready-to-wear collections inspired by sub-cultures and the music world. The label operates a store in Tokyo and has grown in the last five years thanks to prestigious collaborations with the likes of, among others, Nike, Sacai, Off-White, Undercover and Bulgari.
“Regaining full ownership enables us to fully express the core values and original vision upon which Ambush was built,” said Creative Director Yoon. “Taking back ownership is an important milestone that restores our freedom to pursue innovation and deepen our community connections globally,” said Verbal, CEO of Ambush.
NGG has been gradually divesting its leading labels, with Off-White and Palm Angels recently bought by New York-based brand management company Bluestar Alliance, while Alanui’s founders Carlotta and Nicolò Oddi bought back their stakes last March, and seems destined to being dismantled. The Milan-based group, which also owns Marcelo Burlon County of Milan, Unravel Project, Heron Preston, Kirin Peggy Gou and Opening Ceremony, has been beset by financial difficulties, and last year applied for bankruptcy protection in Italy.
NGG was acquired by luxury e-tailer Farfetch for over €600 million in 2025, and was penalised by the economic crisis and the waning popularity of streetwear, as well as being burdened by Farfetch’s own problems. NGG’s future outlook clouded further after Farfetch was bought by Coupang, which indicated that it would chiefly focus on the e-tailer’s online business.