It’s been an interesting start to 2020 in the fashion industry. Gucci has collaborated with Disney, BAPE and The Weeknd are teaming up once more and Takashi Murakami has announced a partnership with PORTER. It’s about to get a whole lot more interesting as news has now surfaced that AMBUSH has been acquired by Italian holding company New Guards Group.
AMBUSH, founded by Yoon Ahn and Verbal in 2008, has grown exponentially over the past decade. What started out as an experimental jewellery line has expanded into an entire label, working with the likes of Nike and Converse in the process. New Guards Group has acquired AMBUSH to ensure this growth continues. Speaking to Business of Fashion, Ahn explained what the future holds for AMBUSHt:
We have established a very clear idea of what AMBUSH is about, visually, in terms of jewelry, and we can start implementing those elements into other categories at this stage
Plans are already in motion to open more retail spaces outside of Japan and moving some manufacturing to Italy. This latest acquisition by New Guards Group, which has a majority stake in the likes of Heron Preston and Off-White™, comes after it was acquired by Farfetch for around €606 million in August 2019.
