On April 11, Tokyo-based fashion brand Ambush announced its return as an independent label. Founders Yoon Ahn and Verbal revealed that they have reacquired all shares of the company, regaining full ownership.
Founded in 2008 by Yoon and Verbal, Ambush initially launched as a jewelry brand before evolving into a full-fledged fashion label encompassing apparel and accessories. Gaining momentum alongside the global streetwear boom, the brand has solidified its presence on the international fashion scene. In 2020, Ambush became part of Italian fashion conglomerate New Guards Group (NGG), which acquired a majority stake in the company.
In recent years, however, NGG has experienced significant financial difficulties. Toward the end of 2023, it became a subsidiary of South Korean e-commerce giant Coupang, following its acquisition of Farfetch, which had previously acquired NGG. In November of the same year, NGG filed for CNC (Concordato Preventivo), a debt restructuring procedure in Italy that allows companies to reorganize without declaring insolvency. NGG remains in the midst of this restructuring process.
Amid this turmoil, Yoon and Verbal decided to take back control of the brand’s direction by buying back the shares. While the transaction officially closed last Friday, no further financial details were disclosed.
By resuming direct leadership, Ambush has regained both creative freedom and strategic flexibility. In a statement, Yoon commented: “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.”
Verbal also remarked: “Taking back ownership is an important milestone that restores our freedom to pursue innovation and deepen our community connections globally.”
This move aligns with a broader industry trend of brand founders buying back ownership stakes. In recent years, Off-White and Palm Angels were acquired by Bluestar Alliance, and Alanui founders Carlotta Oddi and Nicolò Oddi also reacquired their shares from NGG. Additionally, designers such as Stella McCartney and Giuseppe Zanotti have reclaimed the stakes once held by LVMH.
Looking ahead, Ambush is reexamining its founding values while envisioning its “next generational leap” rooted in Tokyo and Japan. Following past collaborations with Sacai, Undercover, Bulgari, Rimowa, and Ugg, further creative projects are anticipated. As a brand that continues to cross the boundaries of fashion, music, and culture, Ambush is poised to reassert its distinct identity and spirit of innovation on a global scale.
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