New Guards Group news and archive

Retail reckoning: CaaStle, Hudson’s Bay, and Forever 21 lead grim wave of 2025 liquidations

The first half of 2025 has been marred by an increasing number of retailers and their partners descending into bankruptcy, and ultimately liquidation, as the market continues to grapple with waning consumer confidence and heightened competition. From Forever 21 to Hudson’s Bay, we explore some of the most notable bankruptcies of the year so far,...

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Heron Preston buys back rights to own brand from New Guards Group

Fashion designer Heron Preston has announced that he has regained full and exclusive rights to his brand. He repurchased these rights from New Guards Group (NGG), the fashion holding company owned by Farfetch. In an interview with The Business of Fashion, Preston shared: "I have been through hell to protect what I have built. I fought for my...

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Ambush founders regain ownership of brand

The founders of Japanese fashion label Ambush, Yoon Ahn and Verbal, have reportedly repurchased full ownership of the brand from Italian fashion group New Guards Group (NGG), according to WWD. NGG acquired a majority stake in Ambush in 2020. As of today, according to the WWD report, the founders have regained control. FashionUnited has reached...

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Alanui co-founders repurchase stake in brand from Farfetch’s New Guards Group

Carlotta and Nicolò Oddi, the co-founders of Alanui, have regained their majority stake in the Italian knitwear brand that had been held by New Guards Group (NGG), a Milanese production and distribution company owned by Farfetch. Upon the transaction’s completion, Alanui will independently manage its business, from operations to distribution....

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New Guards Group files for bankruptcy protection in Italy

New Guards Group (NGG), the Farfetch-owned parent company of Palm Angels and Ambush, has filed for a form of bankruptcy protection in Italy as its pursuit for a buyer continues to trudge on. According to various media platforms, the Italian fashion group has applied for a ‘composizione negoziata per la soluzione della crisi dímpresa’ (or CNC), a...

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Authentic reportedly pulls Reebok licensing deal with New Guards Group

Authentic Brands Group is believed to have terminated its deal with Farfetch-owned New Guards Group (NGG), which had previously been the licensee of Reebok and oversaw the distribution of the sportswear brand in Europe. According to a memo from NGG Management to staff, seen and reported on by WWD, NGG has received a termination notice for the...

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Style Capital mulling New Guards Group acquisition

Italian private equity firm Style Capital is reportedly mulling the acquisition of Farfetch-owned New Guards Group, which is facing an uncertain future in the wake of its parent company’s sale to South Korea’s Coupang. The speculation was confirmed by Style Capital’s founder and chief executive officer, Roberta Benagalia, who told WWD that while...

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There Was One collaborates with Lisa Folawiyo

There was One (TWO), Farfetch and New Guards Group’s first joint brand, has unveiled an eight-piece womenswear capsule collection in collaboration with Nigerian fashion designer Lisa Folawiyo. The collaboration draws inspired by classic Lisa Folawiyo pieces and silhouettes and showcases summer designs with a mix of the signature Ankara fabric...

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Farfetch announces new Off-White CEO, New Guards Group co-founders exit

Farfetch has announced a number of leadership changes at New Guards Group (NGG), including the exit of the group’s founders, and the appointment of a new CEO at Off-White. Davide De Giglio and Andrea Grilli are leaving NGG, which they founded in 2015 - De Giglio was most recently serving as CEO of NGG, while Grilli served as CEO of luxury...

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Farfetch takes on Reebok’s e-commerce in Europe

Luxury fashion platform Farfetch is teaming up with Reebok to operate its e-commerce operations and wholesale business in Europe. In a statement, Farfetch said it has “replatformed” Reebok’s e-commerce sites in Europe, and is overseeing all marketing and e-commerce operations, as well as driving wholesale distribution to help “drive the...

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There Was One adds kidswear category

There was One (TWO), Farfetch and New Guards Group’s (NGG) first joint brand has added kidswear to its offering. The kidswear collection offers “vibrant, playful pieces for all kids,” explains TWO in the press release, including brightly coloured knitwear, graphic T-shirts, hoodies, and branded raincoats. The debut line is for children aged 4-...

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Ann Demeulemeester appoints Ludovic de Saint Sernin as creative director

Ann Demeulemeester has appointed Paris-based designer Ludovic de Saint Sernin as the brand’s new creative director. Mr de Saint Sernin will be the first creative director since the Belgian label was bought by New Guards Group co-founder Antonioli, the luxury retailer based in Italy and Switzerland. In July 2020 Ann Demeulemeester’s then creative...