Since it was created in 1993, the aura of exclusivity of the “A Bathing Ape” brand has allowed it to thrive. Hip-Hop-inspired wide trousers, urban camouflaged prints, and fun simian motifs characterize the label, which is affectionately known among its disciples as BAPE. The Longevity of the brand is impressive: in the ephemeral world of streetwear, 24 years is a long time.

The secret to the success of “A Bathing Ape,” an original idea by Japanese designer Nigo, lies in relentlessly limited editions and almost mythological inaccessibility (outside Japan, the brand is only available in two direct-managed stores in England and, 2005 in the USA).

Nigo studied Fashion at Bunka Fashion College in 1988, and today the young entrepreneur has expanded his sphere of influence to a number of areas, including a record label (born out of his collaboration with James Lavelle, founder of Mo ‘Wax), a An art gallery, a café / restaurant, a hair salon, a section of toys (think of the “Planet of the Apes”) and a television program. Perhaps because of the continued diversification of the brand, Nigo has been able to maintain BAPE’s mystique underground, despite advertising contracts with multinationals like Pepsi, Sony, and Adidas.

The name “A Bathing Ape” originates from a Japanese expression meaning “to bathe in lukewarm water” and aims to characterize the protected and frivolous nature of Japanese youth culture. However, it does not seem that the irony has been understood by the growing army of followers of BAPE, whose uniform, from head to toe, is APECAMO. Much prized by a VIP clientele like the Beastie Boys, Futura 2000, and Pharell Williams, Ape seems to be preparing to dominate the world, King Kong style.

“A Bathing Ape” ‘ Logo

Picture credit: Hiroshi Kutomi