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Purpose

EQUAL OPPORTUNITIES STATEMENT
New Guards Group and it’s brands are committed to being an inclusive workplace where diversity in all its forms is celebrated.

More about us

Key numbers

9
international luxury brands
New Guards Group

We are home to 9 international luxury brands: Marcelo Burlon County of Milan, Off-White c/o Virgil Abloh, Palm Angels, Unravel Project, Heron Preston, Alanui, Kirin Peggy Gou, Opening Ceremony and Ambush.
We work with the understanding that fashion and luxury can be different: community-based, quality-driven, collaborative, truly global and quick. Qualities we developed by enabling emerging creative talents set their own paths and rules. To achieve their visions with no compromises.
Shunning the conventions of seasonal collections, the slow-moving apparatus of traditional shows and the supply chains that mire the old-guard, we are built to reflect the smoothness and ease of a genuine conversation.
Our brands and products stem from creative and managerial innovation and the philosophy of Made in Italy.
Where others see limits, we see goals.

OFF-WHITE

Off-White has taken culture out of the museum and put it straight on the street. This is where the worlds of art and fashion collide – there are even arrows to direct you through these very intersections. Expect to see Off-White's instantly recognisable street sign motifs, bold logos and graphic quotes across neon jersey, knitwear, tailoring and accessories.

AMBUSH

Beginning life as an experimental jewellery line, Tokyo-based AMBUSH is renowned for its genre-defying collections. Pushing the boundaries of design innovation, the label’s iconic pieces helped to grow the brand from an underground label to an LVMH Prize finalist in 2017. Founded by Yoon Ahn and husband Verbal, their rebellious approach sees a mix of subcultures from different parts of the world merge with minimalist charm. Expect relaxed tailoring with a sportswear twist, everyday garments with surprise elements and sculptural jewellery.

OPENING CEREMONY

Inspired by the spirit of adventure and discovery, Carol Lim and Humberto Leon founded Opening Ceremony as a space to capture their experiences of travelling. The iconic New York label was conceptualised in 2002, with a name which derives from the modern Olympics. Opening Ceremony embraces a global outlook, which is present within each collection through the emphasis on experimentation and its plethora of industry collaborations. Expect branded T-shirts, cotton hoodies and bold accessories that will make you feel like a champion.

PALM ANGELS

Spending over a decade as Moncler’s Art Director, Francesco Ragazzi launched Palm Angels in 2015 (following the release of its photography book one year prior). Fusing the Los Angeles sunshine with Milan’s sartorial polish, Palm Angels integrates the laid-back energy of California with a little sartorial know-how from Italy - resulting in a sharp streetwear collection inspired by the ‘70s skate scene. Steeped in grunge detailing, expect bold logos and chain embellishments that you’ll never get board of wearing.

ALANUI

Alanui is a Hawaiian word meaning ‘large path’ and references the personal journey Italian sibling duo Nicolò and Carlotta Oddi find themselves travelling. Expanding horizons and strengthening bonds are principles at the heart of Alanui. The brand is built around the signature oversized cardigan – a versatile piece that can be worn as a layer or outerwear. The slow fashion initiative has expanded into more items, but the pieces are still meant to accompany the wearer forever. Expect fringed cardigans and an abundance of jacquard knits in our edit of Alanui.

COUNTY OF MILAN

Marcelo Burlon County of Milan isn’t a luxury holiday destination, but in our opinion, it is a luxury destination for bold colours, modern prints and luxury fashions. Not content with being just a designer, Marcelo himself is also a DJ, creative director, photographer and party organiser - this unbridled creativity comes across in every piece. Browse our edit to find the labels signature wing prints, graphic patterns, tech accessories and contemporary staples. Birds of a feather flock together so we imagine you'll be drawn to us next time we're wearing our Marcelo Burlon County of Milan sweatshirt.

HERON PRESTON

A man of many talents, designer and DJ, Heron Preston has taken his workwear yen and put it into the street. The Parsons School of Design alumnus worked for both Nike and Kanye West before founding his namesake label in 2016. Determining that workwear is his thing, expect to see jersey, knitwear, tailoring and accessories lovingly reimagined with cultural and technological undertones. Look out for brand signatures including flashes of construction-worker orange, Cyrillic script logos and, of course, the heron motif in our collection of worker jackets, hoodies, T-shirts and trousers. Shop the edit below.