New Guards Group

New Guards Group is an Italian contemporary luxury fashion production and distribution holding company co-founded in Milan, Italy in 2015 by Claudio Antonioli, Davide De Giglio and Marcelo Burlon.[1][2]

New Guards Group Holding S.p.A
Società per azioni
Holding company
IndustryFashion
Founded2015 (2015) in Milan, Italy
FoundersClaudio Antonioli
Davide De Giglio
Marcelo Burlon
Headquarters
Milan
,
Italy
Area served
Worldwide
ParentFarfetch
SubsidiariesOff-White
Websitenewguardsgroup.com

History

The company was founded in 2015 by co-founders, Claudio Antonioli, Davide De Giglio and Marcelo Burlon.

In December 2017, the company acquired an undisclosed stake in knitwear label, Alanui.[3]

In March 2018, Anna Blessmann fashion label, A Plan Application, joined the company with graphic artist Peter Saville.[4]

In March 2019, Peggy Gou joined the roster of labels with her new clothing line, Kirin.[5]

In August 2019, Farfetch purchased the group for a total of US$675 million.[6]

Companies
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References
  1. Eytan, Declan. "How this DJ Went From Creating Milan's Most-Wanted T-Shirts, to Building a Global Streetwear Empire". Forbes. Retrieved 29 March 2018.
  2. "Marcelo Burlon Launches Milan-Based Production and Distribution Company: New Guards Group". HYPEBEAST. 27 February 2015. Archived from the original on 28 September 2019. Retrieved 2018-06-11.
  3. Muret, FashionNetwork.com, Dominique. "New Guards Group acquires stake in emerging knitwear label Alanui, looking for international boost". FashionNetwork.com. Retrieved 29 March 2018.
  4. Diderich, Joelle (4 March 2018). "A Plan Application RTW Fall 2018". WWD. Retrieved 29 March 2018.
  5. "Meet Kirin's Peggy Gou: The DJ Turned Designer Mixing Fashion and Club Culture". Vogue. Archived from the original on 27 August 2019. Retrieved 5 March 2019.
  6. Fernandez, Chantal (8 August 2019). "Why Farfetch Bought New Guards Group". Business of Fashion. Retrieved 9 August 2019.
  7. "Marcelo Burlon is the DJ/designer making his mark on Milan". Dazed. 2017-09-01. Retrieved 2018-06-11.
  8. Fernandez, Chantal (13 January 2020). "Opening Ceremony Acquired by Off-White Backer New Guards Group". Business of Fashion. Retrieved 18 February 2020.
  9. "Off-White™ Backer New Guards Group Takes Majority Stake in AMBUSH".
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