The HB20 capsule is officially live — visit the landing page to see the individual shirts in detail, as well as purchase your own while supplies last.

For our 20th anniversary, we’re honoring this legacy with a special curated exhibition. We’ve created a limited series of collaborative tees with longtime friends, creative partners, and some of streetwear’s most influential designers and leaders. Together, we want to reignite the energy of iconic graphics, logos, and messages from the past two decades — reimagined for today, and for what comes next.

In the following, we not only preview artwork from the upcoming anniversary exhibition, but also highlight the diverse perspectives of our collaborators whose insights help reveal the power of the T-shirt and give a glimpse into the past, present, and future of streetwear and creativity.

Founded in Tokyo by jewelry designer Yoon Ahn and musician Verbal, AMBUSH began as an experimental jewelry line before evolving into a full-fledged fashion label that bridges East and West. Known for bold, sculptural pieces and imaginative accessories, the brand quickly drew attention for turning everyday objects, like safety pins, lighters, padlocks, into covetable luxury designs. Its transition into apparel expanded its reach, merging avant-garde silhouettes with pop culture references and a fearless use of color.

AMBUSH has become a staple in the global fashion scene through collaborations with Nike, Converse, Louis Vuitton, and Dior, while Yoon’s role as Jewelry Director at Dior Homme has further cemented her influence. Rooted in Tokyo’s creative energy yet globally resonant, AMBUSH represents a new generation of design: unafraid to blur boundaries between streetwear, art, and high fashion.

How long have you been designing, and how long have you been running your brand?

Yoon Ahn: AMBUSH kicked off casually, but officially launched as a brand in 2012 so it’s been 13 years. My experience designing goes back more.

Our first post on AMBUSH was in March 2005, featuring the “AMBUSH Beethoven Bust Pendants.” What’s your first memory of Hypebeast? What were your initial thoughts?

Hypebeast goes that back? For me, it became the go-to spot to stay updated on streetwear — like a pulse check on what was relevant, from drops to collabs. It wasn’t just news, it felt like a window into a whole culture unfolding in real time.

AMBUSH has been a mainstay on our platform over the years and remains popular with our audience. How have you managed to stay consistent and relevant?

For me, it’s about keeping things organic and always moving with intention. I’ve learned to develop eyes that can see things in a new way — even within the same landscape. A brand is a living, breathing thing. Times change, culture shifts, and you have to evolve with it, but the key is to always create from your own perspective. That’s how we stay rooted while growing.

How do you see your work — and your brand — still evolving in the years to come?

As we’ve always done, I see AMBUSH continuing to use fashion as a platform — not just for style, but for ideas, experimentation, and connection. The goal is to keep the aperture wide open: stay curious, stay inspired, and never be afraid to try something new. Whether that’s through clothing, objects, or experiences, evolution will come naturally as long as we keep listening and responding to the world around us.”

We’re releasing 20 T-shirt collaborations to celebrate 20 years of Hypebeast. Graphic tees have long been the backbone of streetwear — what do you think gives them that cultural significance? How has their role in fashion and style changed over time?

Graphic tees are like streetwear’s first language. They’ve always been a way to speak without saying a word — to represent your crew, your beliefs, your humor, your memories. That’s why they’ve stuck around for decades. At one point, they were the loudest pieces in the room, the ultimate signifier of subculture. Today, they’ve become more nuanced — still powerful, but now they can live in high fashion or on the street, depending on how you wear them. They’ve evolved from merch into statement pieces, and that’s what keeps them relevant. They carry messages, moods, movement. That’s never going out of style.

What advice would you give to emerging brands hoping to make a similar impact?

Everyone has their own lane in this landscape, and that’s the beauty of it. My advice is: focus, be present, and give 110% every single time — whether the world is watching or not. Impact doesn’t come overnight, but if you stay committed to your vision and keep showing up with intention, it will add up. The work speaks when it’s real.

What’s the number one lesson you’ve learned from running a brand for this long?

It takes a village to raise a child — and a brand is no different. It’s the people who build with you, day in and day out, who make all the difference. Take care of them. That means your team, your collaborators, your customers. A strong brand isn’t just about product — it’s about the trust and energy you cultivate with your community.

Streetwear has evolved dramatically over the past two decades, where do you see it heading next?

Streetwear has always been about more than clothes — it’s a reflection of youth, rebellion, identity, and community. Over the last two decades, it’s gone from the underground to luxury runways, but I think its next chapter will be about returning to its roots with more depth. Less hype, more intention. It’ll be driven by real stories, global perspectives, and craft. The future of streetwear isn’t just about looking cool — it’s about meaning, connection, and how you move through the world.

Can you describe the design you created for this collaboration? What inspired it?

AMBUSH interprets “XX” as a powerful emblem of 20 years of evolution, innovation, and influence. Its sharp, graphic form represents the permanence of culture, while the “X” stands as a symbol of collaboration and the exchange of ideas still at the very heart of streetwear culture.