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RECOGNISING AMBUSH’S MAJOR MILESTONES
AMBUSH, founded in 2003 by Yoon and Verbal, made a rapid ascent with exciting, streetwear influenced designs that built on pop culture, future-facing aesthetics, and surrealist art, which birthed statement pieces like the padlock choker and the zip tie necklace, soon coming to capture celebrity adoration. “The genesis of our brand was, at our beginning, when Kanye wore our POW chain!” she says. “That was a big pop culture moment.” From there, they grew a cult following and found fans from Kanye to Rihanna, a spot on the LVMH prize finalists list, and worldwide runway presentations. “POW chains were made for fun to give out to friends, so it wasn’t even a brand thing yet. The turning point arrived definitely when retailers started ordering them and that’s when we decided to really go for it, as a proper thing, and here we are now!” AMBUSH were one of the first brands to run with ‘remix culture’, recruiting celebrities and in