New Guards Group is the home to 10 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, Ambush and There Was One. We work with the understanding that fashion and luxury can be different: community-based, quality-driven, collaborative, truly global and quick. Our brands and products stem from creative and managerial innovation and the philosophy of Made in Italy. We're redefining the way luxury is conceived, communicated and shared. Where others see limits, we see goals.

NGG is part of the FARFETCH Group and recently created a spin off business NGGH++ that will be a growth accelerator and an incubator of new ideas, brands and businesses. Reebok is the first big and exciting project to enter this incubator.