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AMBUSH Founders Yoon Ahn and VERBAL Buy Back Brand From New Guards Group

BBG News

In simpler terms, the fashion label AMBUSH, based in Tokyo, has once again become independently run as its founders, Yoon Ahn and VERBAL, have repurchased a significant share from New Guards Group. This makes AMBUSH one of the brands that recently decided to leave New Guards Group due to some uncertainties they were facing.

In 2020, founders Yoon and VERBAL sold a significant portion of their brand to New Guards Group. However, they have now regained control of the company by purchasing it back from the group. The brand announced that the deal was finalized last Friday in a statement. Yoon, the co-founder and creative director, expressed his excitement about reclaiming AMBUSH, stating, “Retaking full ownership allows us to fully embody the core values and original vision upon which AMBUSH was established. We are thrilled about this new phase and the limitless possibilities it holds.” This move is in line with Yoon and VERBAL’s ambitions for the company, aiming for increased creative control and strategic agility. VERBAL, co-founder and CEO, further commented, “Regaining ownership marks a significant step that reinstates our ability to foster innovation and strengthen connections within our global community.” Beyond fashion, AMBUSH intends to broaden its industry footprint with enhanced digital and technological ventures while also focusing on cross-genre collaborations encompassing fashion, music, and more.

Previously, AMBUSH was not alone in ending its partnership with New Guards Group. Other brands under this group’s control such as Off-White and Palm Angels have been acquired by Bluestar Alliances. Most recently, the co-founders of Alanui, Carlotta and Nicolò Oddi, also repurchased their stake from the group. The future of New Guards Group is yet to be determined.

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2025-04-14 11:56

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