TomCworld Blog

A Bathing Ape (BAPE) is taking the world by storm. Its a cult brand that has spun off a record label, hair salons, cafes, a toy line, a TV show and clothing. It’s creator Dj Nigo is considered the next self-appointed fashion ambassador for trendy Tokoites. His image sprung from the desire to create not solely a unit business but a lifestyle in the process.

“BAPE is a lifestyle company, including music, hair, even food. Everything you need to live. Tokyo has all sorts of brands. They have a boom period, then they subside. I don’t want my brand to be dragged down, so I need to diversify.”

Nigo Protects BAPE’s direction, ensuring that each unit does not stray away from its ultimite goal of creating that unique lifestyle environment. His methods for success as always been to be unique. By coupling his know-hows in fashion and design editing Nigo has uses marketing nonsense (Limiting supply and creating a buzz) to entice the world in his vision.

“Having experienced the the youth-fashion business in fad-mad Tokyo, Nigo understands that trends don’t last forever. To avoid having his brand “dragged down,” Nigo has methodically planned his expansion to be all-inclusive, with lifestyle-oriented largesse. BAPE now boasts 25 outlets, including a BAPE CUTS hair salon, BAPE café and gallery, a members-only store in Hong Kong, and a brand new boutique in central London, which opened in the Fall of 2002. There is also a record label, APE SOUNDS, which grew out of his collaboration with England’s Mo’ Wax founder, James Lavelle, and BAPE TV (now broadcasting on Space Shower for two hours on the last Sunday of every month). On the horizon: a Tokyo-based BAPE hotel.”

BABE has hitting New York hard with an outlet and café, do remember that this brand is extremely exclusive, where T-Shirts can range from a starting price of $1000 USD. But, look for BABE to TAKE over Street Fashion this Summer as the Number 1 “Most Wanted Gear” for the HipHop and POP Culture.