UMBRELLA BOX to Pick Official Ambassadors via SHOWROOM Starting October 26
Lamp entertainment announced that the streetwear brand UMBRELLA BOX will hold an official ambassador audition on the live streaming app SHOWROOM starting October 26, 2026.
1 source Sep 18
Reporting from 1 source: ASCII.jp.
Why it matters
The brand is treating the audition itself as the marketing channel, using an open selection process rather than a conventional campaign to build an audience before the ambassadors are even named.
The selection process will be visible through streams and social media to expand brand recognition, create purchasing opportunities, and strengthen fan touchpoints. Streaming event selections are scheduled to be finalized on or after November 2.
The audition is produced by Lamp entertainment, the company behind UMBRELLA BOX, and will run on SHOWROOM rather than through a closed casting call. Additional judging slots may be added, and the schedule may shift.
UMBRELLA BOX launched in Kanagawa Prefecture in June 2025. Representative Daichi has described the brand as a place to belong that you can wear, built for people who feel they do not fit in anywhere. Selected ambassadors receive one item of their choice from the official online store.
Written with AI by Yomimono from the 1 cited source below, including Japanese-language reporting where cited. See our editorial policy.
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