Tokyo-based label AMBUSH regains full independence after founders Yoon Ahn and VERBAL buy back majority stake from New Guards Group
In a bold move, AMBUSH has returned to its roots as Yoon Ahn and VERBAL have reacquired their label from New Guards Group. The Tokyo-based brand is the latest to break ties with the group, citing uncertainty as the reason for their departure.
Back in 2020, Yoon and VERBAL sold a majority stake of their company to New Guards Group. However, they have now completed the transaction to regain full ownership of AMBUSH, as announced in a statement last Friday.
Yoon, co-founder and creative director, expressed their excitement for the future of AMBUSH, stating, “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 decision to buy back the brand aligns with Yoon and VERBAL’s vision for AMBUSH, allowing for 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 has big plans for expansion in the industry. This includes amplified digital and technological initiatives, as well as cross-genre collaborations with fashion, music, and more.
AMBUSH is not the only brand to end its relationship with New Guards Group. Off-White and Palm Angels were acquired by Bluestar Alliances, and just last month, Alanui co-founders Carlotta and Nicolò Oddi also bought back their stake from the group. The future of New Guards Group remains uncertain.
