Marcelo Burlon County of Milan
Italy
Marcelo Burlon County of Milan is a Milan streetwear and fashion label founded in 2012 by Marcelo Burlon. It sat within New Guards Group, which Farfetch acquired in 2019, and Burlon announced his departure as creative director in April 2024.
| Founded | 2012 |
|---|---|
| Founder | Marcelo Burlon |
| Parent (April 2024) | New Guards Group |
| Acquisition of parent | Farfetch, announced August 2019, 675 million US dollars |
| Segment | Luxury and designer houses |
What is Marcelo Burlon County of Milan?
Marcelo Burlon County of Milan (often shortened to County of Milan) is an Italian fashion label that began as a T-shirt line and grew into a full label. The Impression reports it was founded in 2012 by Marcelo Burlon, whose background includes nightlife promotion, DJing, styling and design. The brand draws on his Argentinian heritage and Patagonian roots.
History
- 2014: Burlon was a guest designer at Pitti Uomo.
- 2015: Burlon co-founded New Guards Group in Milan with Davide De Giglio and Claudio Antonioli, with County of Milan in its portfolio.
- August 2019: Farfetch announced the acquisition of New Guards Group for 675 million US dollars, paid in cash and shares. NSS Magazine lists Off-White, Heron Preston, Marcelo Burlon and Palm Angels among the brands controlled through exclusive licences.
- 2022: the brand marked its tenth anniversary with a show at the Velodromo Vigorelli during Milan Fashion Week.
- April 2024: Burlon announced his departure, and New Guards Group said the design team at County of Milan would handle future collections.
Ownership
The parent company named in the April 2024 article is New Guards Group. The same article reports that Farfetch was rescued financially by Coupang and that Style Capital had discussed acquiring New Guards Group, with no deal final at that time. Later ownership changes could not be verified from the sources reviewed, so the current owner is left open.
Business model
As a New Guards brand, County of Milan was positioned in luxury streetwear, with sales through multibrand retail, e-commerce and own retail channels. The sources reviewed do not provide store counts or sales figures for the label, and none are quoted.
Why it matters
The label is a case study of the streetwear-to-luxury wave of the 2010s, and of the way a founder-designer's brand can be absorbed into a group structure. The departure of its founder in 2024 and the uncertainty around its parent group make it a brand to watch for ownership news.
Frequently asked questions
Who owns Marcelo Burlon County of Milan?
As of April 2024 the parent company was New Guards Group, which Farfetch acquired in 2019. Later ownership changes could not be verified for this profile.
Who founded Marcelo Burlon County of Milan?
The label was founded in 2012 by Marcelo Burlon, who also co-founded New Guards Group in 2015. He announced his departure as creative director in April 2024.