A Bathing Ape is one of the most prestigious fashion forward streetwear brands to date. At the center of the powerhouse, is Japanese curator, designer, and record producer Nigo. BAPE is widely-recognized for its shark motif hoodies and iconic camo print, but really set the blueprint for streetwear as we know it by accessing avenues beyond just clothing. Nigo successfully merges U.S. & Japanese culture becoming the focal innovator for the two.
Since 1993, BAPE has remained at the forefront of streetwear. BAPE is the culmination of American 20th century pop culture, sportswear, and Japanese influences. Nigo has shown his connection to American culture for decades, having somewhat of a love affair with hip-hop. Early 00’s rappers like The Notorious B.I.G and Pharrell Williams helped influence popularity in the states; that connection allowed Nigo to understand rap aesthetics & he soon became a pioneer in the industry.
BAPE originally operated on the principle of providing only enough supply to meet 10% of the demand. The idea of exclusivity, is something we see so common today. Nigo disliked the idea of everyone wearing the same thing and this helped desirably go up & shape the standard for exclusivity. Still, exclusivity aside, what has truly helped BAPE stay relevant is its strong brand DNA.
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