A Bathing Ape
The Bathing Ape (BAPE) is a popular brand of
Japanese clothing.
Bathing Ape's, BAPE, logo and theme were derived from the original hit movie "Planet of the Apes". The brand name is also based on a Japanese saying, "bathing in lukewarm water", describing the comfortable lifestyle of today's youth in Japan. Representing much more than a conventional clothing line Bathing Ape offers sweatshirts, polo style shirts, and thongs. The founder and designer, Nigo, approached what is called a horizontal marketing technique. His company incorporates many more aspects of the market than merely clothing, supporting his earliest dreams of becoming a lifestyle company. By offering advice and products enhancing music, hair, and even food has prevented Bathing Ape from fading away like many other Tokyo brands.
Bathing Ape products are known for being difficult to obtain, giving the name an even greater meaning. Uninterested in Japanese expansion, Nigo has focused on expansion in the United States and abroad. Boasting over 25 sales outlets around the world, Nigo has regulated the sales of Bathing Ape products by enacting several uncommon policies such as limiting multiple sales to one buyer, and verifying sizes to ensure small amounts of clothing hit the underground markets. This unique approach to sales has helped make this company what it is today.
