CONCEPTS FOR AMBUSH X NIKE: AN ODE TO TOKYO’S GIRL BOSSES

CONCEPTS FOR AMBUSH X NIKE: AN ODE TO TOKYO’S GIRL BOSSES

by Sam Le Roy
2 min
Concepts ©

AMBUSH’s Olympic-centred linkup with Nike is a bright, striking collection of garments and sneakers, channelling the Japanese motorcycling subculture. Combining sporty silhouettes and tailoring with highlighter pinks and greens, the capsule is a love letter to so many inspirations – anime, bright, flashing advertisements seen throughout Tokyo, and Bōsōzoku to name a few. 

Nike approached Concepts to create an exclusive editorial that complemented the collection’s identity – being the masters of flavorful collaboration, the Boston retailer leapt at the opportunity and the result is a stunning, digitally executed shoot which heightens the themes seen in the collection with accompanying visual flair. The inclusion of a solely female cast is an homage to a wave of female empowerment which ran through Japan in response to exclusion from the nation’s Bōsōzoku motorcycle culture, with a countless number of girls getting together and creating their own crews, following “Sukeban” meaning “Girl Boss” as a central mantra. 

Alongside the editorial is a DJ mix by Concepts designer Wojavelli, delivering a blend of classic J-Pop and electronic classics from the likes of Utada Hikaru, Aphex Twin and Bjork

The collection launches Friday, July 30 through Concepts stores as well as Nike SNKRS.

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