The Evolution of Ambush: Embracing Streetwear Roots

Yoon Anh, co-founder of Ambush, believes that streetwear is often misunderstood in the fashion world. To her, streetwear is not just a trend, but a reflection of real wear seen on the streets of Shibuya, Tokyo. Two months after regaining control of the brand from New Guards Group, Yoon is determined to take Ambush back to its roots while moving it forward.

“We are reestablishing what got lost in the process of partnering with a different manufacturing system,” Yoon explained. “We are focusing on strengthening craftsmanship, bringing in artisans, and emphasizing ‘Made in Japan’ quality.”

With five stores in Japan and plans for expansion, Ambush is shifting its focus towards direct-to-consumer sales over wholesale. Yoon emphasized the importance of offering unique pieces to customers and strengthening the brand’s identity in the process.

The latest collection, shot in Chiba, showcases a diverse cast that embodies Yoon’s vision of streetwear. Drawing inspiration from culture and music, the collection reflects the multicultural scene in Tokyo. From many-belted waistlines to cute animal prints, each piece tells a story of individuality and self-expression.

Yoon highlighted the significance of layering in the collection, comparing it to layering a funk lick in music. The mix of patent loafers and oversized berets may seem unconventional, but they add a touch of sophistication to the urban-inspired looks.

As the collection comes to a close with a rhinestone bra top, Yoon seamlessly blends her background in jewelry design with Ambush’s evolving aesthetic. This shift towards a smaller, more observational approach signals a return to the brand’s core reality.