AMBUSH® has announced that it will be joining New Guards Group, based in Milan, starting from the Autumn/Winter 2020 season.

New Guards Group, whose parent company is Farfetch, was founded in 2015. It boasts a portfolio of emerging brands with unique identities, such as Off-White c/o Virgil Abloh and Marcelo Burlon County of Milan. This marks the first time the group has brought a Tokyo-based brand under its wing.

AMBUSH®, founded by YOON and VERBAL, began as an experimental jewelry line they produced independently. Its innovative designs, reflecting Tokyo culture, quickly garnered attention. The brand then expanded its focus to apparel as a canvas for its jewelry, and its high fashion appeal led to collaborations with Nike, sacai, and Louis Vuitton (under Kim Jones), among others.

Davide De Giglio, co-founder and CEO of New Guards Group, expressed his welcome: "We have long been avid fans of AMBUSH®, and we are truly delighted to have the opportunity to welcome YOON and VERBAL into our family."

YOON, co-founder and Creative Director of AMBUSH®, commented: "I strongly believe this partnership will bring new energy to the contemporary fashion landscape. I also believe it will maximize AMBUSH®'s potential on a global scale. While our roots in Tokyo remain, I look forward to seeing how Japanese craftsmanship and Italy's exceptional manufacturing expertise will merge and evolve into various ideas."

From the Autumn/Winter 2020 season, New Guards Group will manage the apparel and accessories lines for both women and men. YOON will continue as Creative Director, and VERBAL will continue as CEO. The e-commerce system will also transition to Farfetch's Platform Solutions from the same season.