The label was conceptualized by YOON and her husband, Verbal, a hip-hop artist. Initially, the unisex jewelry line was created as an experiment. However, its rapid growth led to collaborations with various tastemakers and artists. As a result, AMBUSH launched the brand's first ready-to-wear collection in 2018. The brand's signature pieces are characterized by their unexpected mix of hip-hop and vintage American styles. They also incorporate military-inspired accessories and utilitarian hardware. The rebellious spirit of the founders is reflected in the company's offerings, which are designed to be both functional and rebellious.