New Guards Group Explained

New Guards Group Holding S.p.A.
Type:	Società per azioni Holding company
Industry:	Fashion
Founded:	in Milan, Italy
Founders:	Claudio Antonioli Davide De Giglio Marcelo Burlon
Location City:	Milan
Location Country:	Italy
Area Served:	Worldwide
Parent:	Farfetch
Subsid:	Off-White

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]}

History

The company was founded in 2015 by 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

• Marcelo Burlon County of Milan
• Off-White c/o Virgil Abloh
• Palm Angels^[7]
• Unravel Project
• Heron Preston
• A Plan Application^[4]
• Alanui^[3]
• Kirin by Peggy Gou^[5]
• Opening Ceremony^[8]
• Ambush^[9]

Notes and References

1. Web site: Eytan. Declan. How this DJ Went From Creating Milan's Most-Wanted T-Shirts, to Building a Global Streetwear Empire. Forbes. 29 March 2018. en.
2. Web site: Marcelo Burlon Launches Milan-Based Production and Distribution Company: New Guards Group . 27 February 2015 . HYPEBEAST . 2018-06-11 . https://web.archive.org/web/20190928113856/https://hypebeast.com/2015/2/marcelo-burlon-launches-milan-based-production-and-distribution-company-new-guards-group . 28 September 2019 . dead .
3. Web site: Muret. FashionNetwork.com, Dominique. New Guards Group acquires stake in emerging knitwear label Alanui, looking for international boost. FashionNetwork.com. 29 March 2018. en-UK.
4. Web site: Diderich. Joelle. A Plan Application RTW Fall 2018. WWD. 29 March 2018. 4 March 2018.
5. Web site: Meet Kirin's Peggy Gou: The DJ Turned Designer Mixing Fashion and Club Culture . . 5 March 2019 . en . https://web.archive.org/web/20190827220444/https://www.vogue.com/article/kirin-dj-peggy-gou-new-fashion-line . 27 August 2019 . dead .
6. Web site: Fernandez . Chantal . Why Farfetch Bought New Guards Group . . 9 August 2019 . 8 August 2019 . en.
7. Web site: Marcelo Burlon is the DJ/designer making his mark on Milan . 2017-09-01 . Dazed . en . 2018-06-11.
8. News: Fernandez . Chantal . Opening Ceremony Acquired by Off-White Backer New Guards Group . 18 February 2020 . Business of Fashion . 13 January 2020.
9. Web site: Off-White™ Backer New Guards Group Takes Majority Stake in AMBUSH.