Few labels have a cult following as loyal—or as illustrious—as that of Ambush, the Tokyo-based streetwear brand that has become a sartorial standard for a generation of fashion-obsessed musicians. Let’s just put it this way: When Rihanna, Lady Gaga, A$AP Rocky, and Rita Ora are singing your praises, it’s pretty clear that you’re on to something. But long before the Western world’s Top 40 hit-makers caught on, Ambush was a mainstay among K- and J-Pop idols, namely little-known-here, hugely-known-there superstars like CL, G-Dragon, and Park Bom. It’s not just its famous devotees—Ambush’s stronghold has less to do with its acolytes and more to do with its upgraded take on basics. What began in 2008 as an experimental jewelry line has since expanded into denim, ready-to-wear, and a host of collaborations with fashion’s biggest names.
To understand the allure of Ambush, one must first wrap their head around its founders, Verbal and Yoon, a trendsetting couple who met as students at Boston College and have gone on to help define Tokyo street style for the better portion of a decade. Verbal, a skilled MC whose groups M-Flo and Teriyaki Boyz (the first Japanese group to be signed to Def Jam) helped to popularize hip-hop in Japan, and Yoon, a graphic artist turned designer, are both as lauded for their look as their talent. Verbal’s personal style has been celebrated since the ’90s; Yoon, who is known for her ever-evolving personal style (and hair color), has appeared in music videos for A$AP Rocky and hosted parties in Paris for fashion’s elite. They are, essentially, a match made in fashion heaven.
Their joint venture, Ambush, began in 2008 as a comic book–influenced jewelry line, and quickly struck a chord with the hip-hop crowd, many of whom embraced the eye-catching rings featuring words like pow or gumball-sized bloodshot eyes. As the collection has evolved (namely into ready-to-wear and denim), so has its aesthetic. The latest collection is titled Halbstarke, a German phrase for aggressive youth culture, and is heavy on the oversize silver chains; S&M influences; and embellished, jewel-encrusted denim.
But beyond its regular collections, part of what keeps Ambush exciting is its wide range of collaborations—Yoon and Verbal frequently pair up with brands like BAPE, Louis Vuitton, Coach, and Sacai on limited-edition wares. But major labels aren’t the only ones getting in on the fun: In 2013, G-Dragon joined up with Ambush on an upscale lineup of leather basketball jerseys and black and gold accessories bearing his personal crest. Selling out in minutes, the line opened the door for future celebrity capsules (and G-Dragon, Skrillex, and CL were all in attendance at the brand’s couture week showroom), but for the moment, Yoon and Verbal are busy expanding their empire. We’d say they have their hands full.
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