The exclusivity and desire that brands like CRTZ or Supreme (now to a lesser extent) generate today was something that BAPE mastered from the beginning. People, upon seeing them wearing the T-shirts, would rush to ‘NOWHERE’ to try to get their hands on one of these garments. Why? Nigo’s friends were the crème de la crème of Japanese urban culture and drove the scene by their mere existence.
What was once born out of financial necessity would become a successful marketing strategy for BAPE. Nigo produced T-shirts in batches of 30-50, half of them he would sell and the other half he would hand out to friends. BAPE empireĭuring its early years, BAPE revolutionized the industry with its strategy, which was very new at the time. Such was the artist’s influence on the young man that he earned the nickname “Nigo”, which means Number 2 – Fujiwara’s number 2. Among other things, he is credited with being one of the first hip-hop DJs in Japan. Fujiwara was by then already a major figure in the Japanese streetwear scene. With the help of the “Godfather of Harajuku” Hiroshi Fujiwara, both Nigo and Jun Takahashi were able to push NOWHERE and its influence throughout Japan. An ironic nod to the overindulgence of young streetwear consumers. On the other hand, the motif is a reference to the Japanese expression “an ape bathing in warm water”. The birth of BAPEįor the name and logo, Nigo was inspired on the one hand by its reference movie, ‘Planet of the Apes’. The graphic designer would help him shape the elements that today have made BAPE a globally recognizable brand: the camouflage, the jumpsuit and the name. Shortly after opening the store, Nigo called Sk8thing to launch his own clothing brand, A Bathing Ape, or BAPE. The two would become close friends at Bunka Fashion College, to which Nigo attributes nothing relevant other than meeting Takahashi. After a few years working as an editor and stylist at ‘Popeye’ magazine, Nigo teamed up with his friend Jun Takahashi, of Undercover, to open the ‘NOWHERE’ store in Tokyo’s fashion district, Ura-Harajuku. When he started he was almost a passive subject of Streewear culture but it was only a matter of time. Nigo is one of those regulars in the Japanese underground scene. The brilliant mind behind it? Tomoaki Nagao, aka Nigo, the current creative director at Kenzo. With its iconic camouflage print, shark hoodies, cute BABY MILO and its controversial BAPEsta sneaker, the brand has been winning hearts for three decades. You may have to select a menu option or click a button.Since its inception in 1993, BAPE has established itself as one of the most recognized streetwear brands in the world and certainly the most from Japan. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have more than one ad-blocker installed. You’ll usually find this icon in the upper right-hand corner of your screen. Click the icon of the ad-blocker extension installed on your browser.When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.Click on the large blue power icon at the top.Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.It will turn gray and the text above will go from “ON” to “ OFF”. Click on the “ Ad-Blocking” button at the bottom.Click the Ghostery icon in the browser extension area in the upper right-hand corner.Switch off the toggle to turn it from “ Enabled on this site” to “ Disabled on this site”.Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.“ Block ads on – This website” switch off the toggle to turn it from blue to gray.
UNDERCOVER JUN TAKAHASHI X BAPE PLUS
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