Marcelo Burlon Launches Milan-Based Production and Distribution Company: New Guards Group

Marcelo Burlon‘s label County of Milan has evolved. Originally offering graphic T-shirts, the brand has now expanded to showcasing well-constructed runway collections targeted towards both men and women alike, taking in over $20 million USD a year and sold at over 450 stockists worldwide. To continue his success borne from hard work, Burlon with partners Claudio Antonioli and Davide de Giglio introduce New Guards Group, a Milan-based production and distribution company that sets out to create high-quality clothing rivaling those put forth by major Italian fashion labels. New Guards Group is located in a 10,000+-square-foot space hosting brands that share the same ethos: the aforementioned County of Milan, Virgil Abloh‘s OFF-WHITE and Shayne Oliver‘s Hood By Air. “It’s not just clothes,” Burlon says. “We all kind of are related one to each other. Virgil, Shayne, me, we kind of talk the same language. We’re not part of the system, and we don’t want to be.” Each brand has remained under separate ownership and simply share points of inspiration with one another.