Tokyo-based label AMBUSH has returned to its full independence after its founders Yoon Ahn and VERBAL have bought back the majority stake from New Guards Group. AMBUSH is now the latest brand to jump ship due to New Guards Group’s uncertainty.
Founders Yoon and VERBAL sold a majority stake of their label to New Guards Group in 2020. Now, they have reacquired the brand back from the group, returning to full ownership of the company. in a statement, the brand disclosed that the transaction was completed last Friday. Yoon, co- founder and creative director said of their decision to buy back AMBUSH, “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.” The reacquisition aligns with Yoon and VERBAL’s vision for the company, pushing or more creative autonomy and strategic flexibility. VERBAL, co-founder and CEO, added, “Taking back ownership is an important milestone that restores our freedom to pursue innovation and deepen our community connections globally.” Beyond fashion, AMBUSH plans to expand its presence in the industry with amplified digital and technological initiatives while also focusing on cross-genre collaborations with fashion, music and more.
AMBUSH is not the first to end its relationship with New Guards Group. Other brands under the group’s roster like Off-White and Palm Angels were acquired by Bluestar Alliances and last month, Alanui co-founders Carlotta and Nicolò Oddi also bought back their stake from the group. It remains to be seen what the future of New Guards Group would look like.
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