Ambush

Summary

Contemporary jewellery and fashion brand Ambush was launched in 2008 by Japanese designers Verbal and Yoon, and quickly gained popularity for its unique, avant-garde designs.

History

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 jewelry 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.

Vision

An experimental jewellery line with innovative pop art-inspired designs capturing a distinct Tokyo aesthetic.

Mission Statement

To focus on people and purpose in order to deliver impactful experiences that require extreme clarity of the consumer, the brand, and the product strategy.

Key Team

Japanese designers and co-founders Verbal and Yoon

Awards and Achievements

In 2017, Ambush was selected as one of the top eight finalists for the LVMH Prize.

References

1. Official website of Ambush
2. The story behind AMBUSH founder Yoon Ahn
3. CULTED 101: HOW JEWELLERY BRAND AMBUSH INFILTRATED HIGH FASHION
4. A Runway That Reflects Our World: How 4 Brands Are Bringing Fashion to Life
5. AMBUSH: THE BRAND YOU SHOULD KNOW
6. Wikipedia page of co-founder Yoon Ahn
7. Yoon Ahn’s Magic Touch: The Designer Talks Her Start at Bape and Building the Ambush Empire
8. Yoon Talks Working With Pharrell and How Kanye West Inspired Ambush’s First Jewelry Design
9. Take an Official Look at the AMBUSH x Nike Dunk High “Flash Lime”
10. Ambush gets featured on High Snob Society