New Guards Group
Italian fashion group owning several designer brands.
Last updated November 4, 2026
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Overview
New Guards Group is a fashion group based in Milan, Italy, focused on acquiring and developing emerging designer brands. Its portfolio includes Off-White, Palm Angels, and others, known for blending streetwear with high fashion.
Products and positioning
a fusion of high-end fashion and streetwear
Recent events
Reported
New Guards Group reported to plan acquisition of Opening Ceremony intellectual and trademark property[1]
The article reported that Farfetch-owned New Guards Group would acquire the intellectual and trademark property of retailer and label Opening Ceremony. Exact purchase details were not disclosed.
Reported
New Guards Group acquires Opening Ceremony[2]
Farfetch-owned New Guards Group acquired the Opening Ceremony brand; the article says the announcement came one day before its January 12 publication.
- Unconfirmed
Reported
New Guards Group acquires majority stake in AMBUSH[3]
New Guards Group acquired a majority stake in fashion brand AMBUSH, according to a report by Business of Fashion cited in the article.
Sources3 sources
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