AMBUSH

AMBUSH® is a Tokyo-based fashion brand that originated as an experimental jewellery line known for its innovative pop art-inspired designs and distinctive Tokyo aesthetic. The brand gained global recognition with its iconic trademarked POW!® motif, receiving extensive media coverage. Over time, AMBUSH expanded its offerings to include apparel, creating unisex collections that complemented its jewellery designs.

In 2015, AMBUSH made its debut in Paris, solidifying its presence in the international fashion industry. Founders VERBAL and YOON were recognized as influential figures in the fashion world, appearing on Business of Fashion's Top 500 list for five consecutive years and the HYPEBEAST 100 list for eight consecutive years. The brand's unique style and craftsmanship earned them notable collaborations and commissions with renowned names such as Louis Vuitton (under Kim Jones), sacai, UNDERCOVER, Off-White, Moet, Bvlgari, Nike, CONVERSE, Rimowa, and GENTLE MONSTER.

In 2017, AMBUSH was selected as one of the top eight finalists for the prestigious LVMH PRIZE, further cementing its position in the industry. The brand continued to expand its influence, and in 2018, it presented its first runway show as part of Amazon Fashion Week Tokyo. YOON, one of the founders, was appointed as the jewellery designer for Dior Men, resulting in the debut of AMBUSH® creations with the Dior Men SS 2019 collection in Paris.

To embody its creative ethos, AMBUSH opened its flagship store in Tokyo in September 2016. The store serves as a space where the brand's design studio and its captivating aesthetic come together, providing a unique environment that encapsulates the essence of AMBUSH.

With its bold and unconventional approach to fashion, AMBUSH continues to push boundaries and captivate audiences with its distinct Tokyo-inspired designs and collaborations with notable brands, establishing itself as a prominent name in the global fashion landscape.

AMBUSH began as an experimental jewellery line with pop art-inspired designs that combined hip-hop culture with Japanese minimalism. Demand for the jewellery increased and the brand was noticed by major players, leading to game-changing commissions and collaborations with an illustrious list that includes Louis Vuitton, sacai, Undercover, Off-White, Moet, Bvlgari, Rimowa, and Gentle Monster. Significantly, the brand has established its presence in the sports arena. In 2012, Ambush collaborated with Reebok to create the Pump Fury HLS. The following year, Converse turned to the brand to revisit the Chuck 70 and Pro Leather shoes which featured waterproof rubber and the chevron logo. However, one of its most significant long-term collaborations was with Nike that began in 2018 to create a futuristic boot based on the Air Max 180. The ongoing partnership is still strong, with the latest release being the Dunk High.

AMBUSH focused on accessories for a long time, aware of the market and the supply chain well enough to make margins. In 2015, with apparel created as a canvas to complete the story, the brand diversified into designing unisex collections heavily influenced by the Tokyo street fashion vibe. Within two years of launching its unisex apparel line, Ambush was a finalist for the prestigious LVMH prize. There was no looking back.

In 2015, AMBUSH made its Paris debut with founder Verbal and Yoon being listed as two of Business of Fashion’s Top 500 people influencing the global fashion industry for five consecutive years. In 2017, Ambush was selected as one of the top eight finalists for the LVMH Prize, with the others being Àtlein by Antonin Tron, Cecilie Bahnsen by Cecilie, Rosted Bahnsen Jahnkoy by Maria Kazakova, Kozaburo by Kozaburo Akasaka, Marine Serre by Marine Serre, Molly Goddard by Molly Goddârd and Nabil Nayal by Nabil el-Nayal. In no time, Yoon’s appointment as director of jewellery creation for Dior Homme by Kim Jones made headlines. In 2018, Ambush presented the brand’s first runway presentation as part of Amazon Fashion Week, Tokyo.

Shortly, Ambush opened its first flagship store on September 2, 2016 in Tokyo, combining a retail space with their design studio for maximum creative ethos. Since, the brand created pop-up stores around the world. And, two years later, presented their first runway presentation as part of Amazon Fashion Week, Tokyo. Today, its jewellery designs is worn by the global A-list set, including Jay Z, Rihanna and Lady Gaga.

The mission of AMBUSH is to prioritize people and purpose, aiming to create impactful experiences that require a deep understanding of the consumer, the brand, and the product strategy. The brand is dedicated to delivering exceptional experiences by ensuring extreme clarity in its approach.

At the core of AMBUSH's mission is a focus on the consumer. The brand strives to gain a comprehensive understanding of its target audience, their desires, and their preferences. By diving deep into consumer insights, AMBUSH can develop products and experiences that resonate with its audience on a profound level.

Furthermore, AMBUSH recognizes the importance of a strong brand identity. By clarifying its own brand values, aesthetics, and narratives, the company ensures that every touchpoint with the consumer reflects a consistent and cohesive brand experience. This approach helps to establish a deep connection between the brand and its audience, fostering loyalty and trust.

The product strategy of AMBUSH is guided by a commitment to excellence and innovation. The brand strives to create products that not only meet the needs of its consumers but also push boundaries and challenge conventions. Through meticulous craftsmanship and a passion for experimentation, AMBUSH aims to deliver products that are unique, impactful, and distinctively representative of its vision.

By aligning the consumer, the brand, and the product strategy with utmost clarity, AMBUSH seeks to create extraordinary experiences that leave a lasting impression. Through its mission, the brand emphasizes the importance of understanding and connecting with its audience, while also embracing innovation and creativity in its product offerings.

The vision of AMBUSH is to be an experimental jewellery line that embodies innovative pop art-inspired designs, encapsulating the essence of a distinct Tokyo aesthetic. The brand aims to push boundaries, challenge norms, and redefine the concept of jewellery through its unique and forward-thinking approach.

With a focus on experimentation, AMBUSH seeks to break away from traditional jewellery conventions and create pieces that are truly unconventional and thought-provoking. Drawing inspiration from the vibrant and dynamic culture of Tokyo, the brand infuses its designs with a sense of artistic expression and creativity that captures the spirit of the city.

By embracing pop art influences, AMBUSH aims to bring a sense of playfulness and boldness to its designs. The brand explores unconventional materials, unexpected color combinations, and eye-catching motifs, resulting in jewellery pieces that make a strong visual impact.

AMBUSH's vision goes beyond traditional notions of jewellery, expanding its creations to include apparel that complements and completes the brand's narrative. This expansion allows for a holistic and cohesive storytelling approach, where each piece becomes a part of a larger artistic vision.

Through its vision, AMBUSH strives to be a trailblazer in the world of jewellery, continuously pushing the boundaries of design and aesthetics. By embracing experimentation, pop art inspiration, and a distinct Tokyo aesthetic, the brand aims to create a unique and captivating experience for individuals who seek unconventional and visionary expressions of personal style.

AMBUSH offers a wide range of products and services that embody its innovative and experimental approach to jewellery and fashion. With a focus on creating impactful designs, the brand has expanded beyond jewellery to offer a diverse selection of offerings that capture its distinct Tokyo aesthetic.

jewellery: At the core of AMBUSH's product lineup is its avant-garde jewellery collection. The brand's jewellery pieces are known for their bold, unconventional designs that incorporate pop art-inspired elements. From statement necklaces and earrings to unique rings and bracelets, each piece is crafted with meticulous attention to detail and showcases the brand's commitment to pushing boundaries.

Apparel: AMBUSH goes beyond jewellery and incorporates apparel as a canvas for its storytelling. The brand offers unisex collections that seamlessly integrate with its jewellery designs. The apparel line reflects the brand's experimental and artistic vision, featuring bold patterns, unconventional silhouettes, and unique fabric choices. By combining jewellery and apparel, AMBUSH® creates a cohesive aesthetic that allows individuals to express their personal style in a distinct and impactful way.

Collaborations: AMBUSH has established itself as a sought-after collaborator, partnering with renowned brands and designers across various industries. Collaborations have included prestigious names such as Louis Vuitton (Kim Jones), sacai, UNDERCOVER, Off-White, Moet, Bvlgari, Nike, CONVERSE, Rimowa, and GENTLE MONSTER. Through these collaborations, AMBUSH® infuses its innovative design language into diverse projects, resulting in unique and limited-edition creations that push the boundaries of traditional collaborations.

Retail Experience: AMBUSH provides a unique retail experience through its flagship store in Tokyo. The store serves as a creative environment where customers can immerse themselves in the brand's ethos. It showcases the brand's collections, allowing customers to explore and engage with the distinctive designs. The retail space is thoughtfully designed to reflect the brand's vision, providing an immersive and inspiring environment for customers to discover the world of AMBUSH.