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.
TypeSocietà per azioni
Holding company
Founded2015; 7 years ago (2015) in Milan, Italy
FoundersClaudio Antonioli
Davide De Giglio
Marcelo Burlon
Area served


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]



  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. ^ a b c "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. ^ a b Muret,, Dominique. "New Guards Group acquires stake in emerging knitwear label Alanui, looking for international boost". Retrieved 29 March 2018.
  4. ^ a b Diderich, Joelle (4 March 2018). "A Plan Application RTW Fall 2018". WWD. Retrieved 29 March 2018.
  5. ^ a b "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. ^ a b c "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".{{cite web}}: CS1 maint: url-status (link)

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