AMBUSH® began as an experimental jewelry line – innovative pop art-inspired designs capturing a distinct Tokyo aesthetic. The iconic trademarked POW!® motif in particular received media coverage around the world. With apparel created as a canvas to complete the story, AMBUSH® evolved into designing unisex collections.
The brand made its Paris debut in 2015 with VERBAL & YOON being listed as two of Business of Fashion’s Top 500 people influencing the global fashion industry for 5 consecutive years from 2015, and HYPEBEAST 100 list for 8 consecutive years. In 2017 AMBUSH® was selected as one of the top 8 finalists for the LVMH PRIZE. AMBUSH®’s uniquely crafted parts form an idiosyncratic style that led to commissions and collaborations with an illustrious list that includes Louis Vuitton (Kim Jones), sacai, UNDERCOVER, Off-White, Moët & Chandon, Bvlgari, Nike, CONVERSE, Rimowa, and GENTLE MONSTER.
In 2018, AMBUSH® debuted at Amazon Fashion Week Tokyo. In the same year, Kim Jones named YOON as jewellery designer for Dior Men with the first creations for the house appearing in the S/S 2019 collection. In 2022, AMBUSH® presented the brand’s first runway at Milan Fashion Week and launched its proprietary metaverse SILVER FCTRY. Its first POW!® NFT collection sold out in minutes, ranking it among the top 10 projects on Opensea, and the second most transacted NFT from Japan at the time of its debut.
AMBUSH® opened its first flagship store on September 2016; the second store in Tokyo opened in 2019. The new AMBUSH® store in Shanghai opened in 2022, extending the AMBUSH® Universe. These spaces encapsulates the brand’s ethos.