# Hoax Fashion Limited

## Details

- **Company number:** [17388299](https://find-and-update.company-information.service.gov.uk/company/17388299)
- **Status:** Active
- **Type:** Private Limited Company
- **Incorporated:** 7 Aug 2026
- **Registered office:** 1 BERRY STREET, LONDON, EC1V 0AA
- **Nature of business:** [14190](/sic/14190) Manufacture of other wearing apparel and accessories n.e.c., [47910](/sic/47910) Retail sale via mail order houses or via Internet
- **Corporate group:** [Gamechanger 20 Limited](/group/32048) (8 companies)



## Officers

| Name | Role | Appointed | Resigned |
|---|---|---|---|
| MCCALLUM, Laura | secretary | 19 Aug 2026 |  |
| WOOD, Andrew James | director | 19 Aug 2026 |  |
| WERHUN, Luke James | director | 19 Aug 2026 |  |
| MCCALLUM, Laura | director | 19 Aug 2026 |  |
| ASHTON, Mark Anthony | director | 19 Aug 2026 |  |
| BALL, Tom James | director | 19 Aug 2026 |  |
| CARTER, Archie Samuel Jason | director | 7 Aug 2026 |  |



## Control

| Name | Nature of control | Notified | Ceased |
|---|---|---|---|
| Mr Archie Samuel Jason Carter | ownership-of-shares-25-to-50-percent, voting-rights-25-to-50-percent | 7 Aug 2026 | 19 Aug 2026 |
| Hoax 1994 Limited | ownership-of-shares-25-to-50-percent, voting-rights-25-to-50-percent | 7 Aug 2026 | 19 Aug 2026 |
| Gamechanger 20 Limited | ownership-of-shares-50-to-75-percent, voting-rights-50-to-75-percent, right-to-appoint-and-remove-directors | 19 Aug 2026 |  |




## Owned by

Hoax Fashion Limited → [Gamechanger 20 Limited](/company/12763756)




## Directors' other companies

- [ASHTON, Mark Anthony](/person/8476092) - director at [Ipswich Town Football Club Company Limited](/company/00315421)
- [ASHTON, Mark Anthony](/person/8476092) - director at [Gamechanger Holdings Ltd](/company/17249684)
- [ASHTON, Mark Anthony](/person/8476092) - director at [GC 20 Property Ltd](/company/15317656)
- [ASHTON, Mark Anthony](/person/8476092) - director at [Paradigm Sports Intelligence Ltd](/company/15317730)
- [BALL, Tom James](/person/5894688) - director at [Ipswich Town PLC](/company/04792070)
- [CARTER, Archie Samuel Jason](/person/6937453) - director at [Archie Carter Limited](/company/16795193)
- [MCCALLUM, Laura](/person/8488992) - director at [Gamechanger 20 Limited](/company/12763756)
- [WERHUN, Luke James](/person/7507820) - director at [Ipswich Town Women’s Football Club Limited](/company/16321223)
- [WERHUN, Luke James](/person/7507820) - director at [Paradigm Sports Intelligence Ltd](/company/15317730)
- [WERHUN, Luke James](/person/7507820) - director at [Ipswich Town Football Club Company Limited](/company/00315421)



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