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Farfetch acquires Tokyo brand Ambush

Sadiyah Ismailjee
13 January 2020

Farfetch has acquired Tokyo-based brand Ambush, adding to the list of brands it acquired as part of its buy-out of New Guards Group last year.

The global luxury online group acquired a prominent line-up of brands when it bought New Guards for $675m last August, including Palm Angles, Heron Preston and Virgil Abloh's Off-White. Ambush will now form part of the New Guards line-up.

Based in Tokyo, the brand was launched in 2012 by Yoon Ahn and her husband Verbal, and was initially launched as a jewellery brand. The brand later extended its services to providing gender-neutral ready-to-wear, creating an edgy and deconstructed aesthetic.

Ambush further developed its branding through collaborating with high profile fashion brands including Nike, Sacai and Off-White, rapidly establishing itself as a label to watch in the fashion industry.

Davide de Giglio, Co-Founder and President of New Guards Group said: "I'm very impressed by all of the projects undertaken by Yoon and Verbal over the last few years. I really think that this partnership will be able to bring a new dynamic to the fashion landscape through the mixture of Japanese and Italian culture."

The New Guards Group will take control of Ambush during AW 2020, and will be taking the Tokyo brand onto the Farfetch platform, while also expanding its distribution network. Yoon will be maintaining her role as Creative Director of the label with rapper Verbal keeping his role as president.

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