Meet Ambush, the Rising Japanese Brand Favored by Celebrities

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As she prepared for the relaunch of Kylie Cosmetics over the last couple weeks, all eyes were on Kylie Jenner… and her suit. The cream-colored power suit quickly went viral after Jenner was seen wearing it for a series of YouTube video interviews she was conducting to promote the Kylie Cosmetics relaunch.

Fans have been wondering where the suit is from. It was designed by a Japanese brand called Ambush, and the suit is part of their new Fall/Winter 2021 collection that’s full of classic, clean looks for everyday chicness. As one of the most powerful women in the beauty industry, Jenner needed an equally powerful suit, and Ambush delivered. It’s equally fashionable and in charge, just like Jenner herself. Let’s just say, they both command a room.

However, this isn’t the first time Jenner has worn pieces from Ambush. In February, she wore a pair of Nike sneakers that were part of a collaboration with Yoon Ahn and her Ambush label as well as the NBA. The collection launched in December 2020 and marked the first female designer to partner with Nike and the NBA. The capsule was inspired by 90s-style Los Angeles Lakers and Brooklyn Nets merchandise while still paying homage to Japanese bike culture, merging Ahn’s, Nike’s, and the NBA’s interests all into one. Whatever Ahn touches seems to turn to gold: the sneakers originally retailed for 0 but now resell on StockX for no less than 0.

Ambush has been part of several collaborations in the past, beyond the Nike footwear capsule. Known for its unique crafting of idiosyncratic style, Ambush has also been commissioned by and collaborated with Louis Vuitton under Kim Jones, Sacai, Off-White, Shu Uemura, Converse, Rimowa, among others.

Most recently, Ambush revealed their latest collaboration with Nike ⁠and Megan Thee Stallion. Drawing inspiration from Japan’s vibrant motorcycle culture, Yoon curated a futuristic array of sportswear in pink and neon green. Megan starred in the campaign alongside Yoon, both emulating the culture and aesthetics of Tokyo. The pair look unstoppable.

Ambush has gained one of the most loyal cult followings of any label in just a few years, as the brand was founded by Verbal and Yoon Ahn in 2008; it made its Paris debut in 2015. In 2017, Ambush was selected as one of the top eight finalists for the LVMH Prize (the award ultimately went to Marine Serre).

The streetwear line began as an experimental jewelry line featuring innovative pop art-inspired designs, including the iconic POW! motif that became popular all around the world. Their comic book-inspired jewelry line resonated with a hip-hop crowd and has continued to gain traction since. From there, Ambush began designing unisex collections as well. Since then, the brand’s cult following has grown exponentially and can call Rihanna, Lady Gaga, A$AP Rocky, Rita Ora, and of course, Jenner, fans. It should come as no surprise, though: Verbal and Yoon Anh met while in school in Boston and quickly became the most fashionable couple in Japan; they have since defined Tokyo street style for nearly a decade.

Ambush is already well on its way to becoming a legacy brand, and with the endorsement of Jenner, Megan Thee Stallion, and several other celebrities, it won’t be long before it’s a household name.



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