Yoon and Verbal take back AMBUSH: the Japanese brand’s return to the independent modelAMBUSH is back in the hands of its founders. Yoon and Verbal, the creative duo behind the brand, have regained full ownership of the brand, marking the beginning of a new phase: freer, more personal, more direct.
Over the past five years, AMBUSH has remained true to its DNA even under the structure of a majority group. It was acquired in 2020 by New Guards Group, but never lost that pulse with the street, that cross-cutting look that connects fashion, music, art and technology. Today, its return to independence sounds like an act of resistance in an industry where luxury giants set the pace.
“Regaining full ownership allows us to fully express the core values and original vision on which AMBUSH was built,” explains Yoon, creative director. At her side, Verbal, CEO and also an essential figure in Japanese hip-hop, sums it up precisely, “This milestone gives us back the freedom to innovate and deepen our connections with the community.”
The news not only revives the AMBUSH imaginary 100%, it also makes it clear that there are still brands that are committed to doing things their own way. At a time when many young firms end up diluted in overly large structures, Yoon and Verbal choose to continue to set their own pace. Their decision highlights the value of a more independent, closer model with a real personality.
Born in 2008 as an experimental jewelry brand, AMBUSH has patiently and with vision built its own language within signature streetwear. Its sharp aesthetic, cultural narrative and a roster of strategic collaborations-from Nike to Gentle Monster-have made it one of the most lucid brands in new Asian luxury.
With its flagship store in Tokyo and a growing community, AMBUSH is preparing for a new phase: digital expansion, new creative synergies and, above all, total control over its narrative and business strategy.
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