BAPE BRAND SUCCESS
by Rick Ward |
Ask any avid sneaker collector or Hip Hop junkie about the Bape brand and you will have them virtually frothing from the mouth. Bape products attract enthusiasts from all walks of life because each Bape item provides the owner with individuality and a sense of pride in wearing the gear.
A Bathing Ape or BAPE is a brand that was founded in Japan by its owner and chief Nigo (Tomoaki Nagao) in 1993. Nigo began to design unique styles of t-shirts and other clothing which after some hard work and perseverance became the trend in Japan. Nigo cites his mother and father, who were a nurse and a bill board maker respectively, as major influences in the development of his character.
Nigo spent a lot of time alone with toys because his parents were hard workers and he was left to his own device at times. He also credits DJ/Head Porter designer Hiroshi Fujiwara (one of Japan's earliest hip-hop DJs) as his business model. Nigo cites his early influences as Elvis, The Beatles and Hip Hop acts such as Run DMC and Woobens.
After studying fashion editing Nigo worked as an editor for POPEYE magazine. He borrowed Four Million Yen from a friend, who also let him use his shop, to open his first store on April 1, 1993 in Harajuku, Tokyo. This shop was called "Nowhere". Hence the name Nowhere Co.
Nigo named the BAPE brand after one of his favourite movies. The 1968 film "Planet Of The Apes". According to Nigo the name "A Bathing Ape" is short for a Japanese saying "bathing in lukewarm water" which is supposed to be a spirtual practice. This is a reference to Japanese young generation being spoiled, pampered and too complacent.
To expose the brand in the early days he gave T-shirts to the lead singer of Cornelius (a Japanese recording artist) who wore them whilst performing. For two years he produced 30 to 50 shirts a week, selling half, giving half to friends and making little money in the process.
In January, 2005, Nigo and Pharrell Williams (N.E.R.D), an American producer, singer, rapper, and songwriter, launched the first "Bathing Ape" store in New York. Bapes are now worn by many Hip Hop artists, R&B Singers & Rappers. Such as Kanye West, Pharrell Williams, Snoop Dog, Soulja Boy just to name a few....
Nigo is also co-owner and head designer of Pharrell's Billionaire Boys Club and Ice Cream Footwear lines.
Bape produces T-Shirts, polos, sweatshirts, hoodies, parkas, underwear, jackets, denim, and most notably, the "Bape Sta" shoe. A shoe resembling the Nike Air Force One. Nigo also founded the womens clothing lines "APEE" which is the female version of BAPE, and "BAPY" which is the female "couture" clothing line.
At present Bape has stores at the following locations:
Japan (20 Stores), New York , LA ( Not open yet), London, Taipei, Hong Kong (2 Stores). The Bape brand has now branched into various different fields. Bape Cuts hair salon, Bape Café and gallery and Bape Sounds record label.
In 2006 Nigo and N-Kei Enzaki started a record company named "Ape Sounds", with help from James Lavelle(a DJ from the United Kingdom), and the Mo Wax label. He serves as a producer/director for his CDs, blending Western hip-hop with Asian sounds.
So the question now is. What next for the Bape brand?
| | About the author: Rick Ward writes articles and does product and consumer research on bape and other branded products. Other articles written by Rick Ward regarding bape shoes are also available online. Please visit the author's site if interested in more information. |
