A Bathing Ape
BAPE is a Japanese clothing and lifestyle brand created by Nigo. Nigo came up with the name based off the film “Planet of the Apes”, A Bathing Ape refers to “A bathing ape in lukewarm water” which is an ironic reference to the lazy opulence of the younger generation of Japanese. To expose his brand Nigo would make 30-50 pieces, sell half of them and gift the others to his friends and local musicians. BAPE is wildly popular worldwide and has great success. Nigo is also co-owner and head designer of Pharrell Williams clothes brands BBC and Ice Cream.