Japan, the holy land of Asian trends, naturally has many advantages. NIGO, the boss of BAPE, whose real name is Nanaoki, became a disciple of the godfather Fujimoto Hiroshi after graduating from high school, and later consolidated the undercover founder Gao Qiao Dun, who looks like Fujimoto Hiroshi, so everyone called him NIGO. In Japanese, NIGO means 2, 1993 10 month.
He founded the brand named "A Bathing Ape in Lukewater", and this year is the twelfth year. But BAPE's logo was not designed by him, but an important figure in Rihara culture, and NIGO's good friend also liked the famous illustrator of this film, Skate Thing, nicknamed SKATE-THING, who spent a week designing it.
Bape also started with T-shirts. Only 50 pieces of each style were produced, of which 30 pieces were distributed to employees and friends, and only a small part went to the market. Someone asked him how he made money. BAPE was not built to make money. To put it bluntly, it is a brand that NIGO plays by himself and has a good time. Because he had many other jobs at that time, income was not a problem, so he insisted on the quality of products and wanted to make something that satisfied everyone around him. NIGO said in many interviews that money has never been the first in his mind. About two years ago, Bape was designing T-shirts. Due to the unique design, the quality is guaranteed. Limited, but also show personality, so he gradually became a little famous among Japanese hipsters, and then slowly began to design other clothes. Kimura Takuya, the king of Japanese popularity, appeared in TV advertisements in BAPE clothing, and BAPE quickly set off a craze in Japan. After that, many Japanese artists watched TV through BAPE, and NIGO began to invite more and more artists to wear it, such as Show Lo Pig, who wore BAPE almost every time on the show, and many other artists. Speaking of artists, I have to mention Edison. Edison is also a big fan of BAPE, and BAPE also had an intersection with his juice shop.
The designer of BAPY is KIKO, and the clothes are all lovely elements. This little monkey named Baby Miro is the masterpiece of BAPE toy series, and it has a special concept store. Besides BAPE, it also appears on women's and children's clothing lines. ..
Let's talk about BAPE's shoes. What many people blame most is that most of BAPETA's things are imitations, because their BaPETA is almost the same as the layman of AF 1, except that Nike's SWOOSH is removed and its own star hook is added. But they didn't just copy it, but added their own cultural elements, so that the BAPESTA they designed would not be exactly the same as AF 1, and the effect was very obvious. However, BAPE is also successful. After all, BAPE can't invest a lot of money to study its own shoes, and imitation shoes can also sell well, so Nike will be silent.
Nigo repeatedly stressed that BAPE is not selling clothes, but lifestyle and quality of life. Therefore, the quality of BAPE products has always been guaranteed. In the cooperation plan with Pepsi-Cola, we insist on limited quantity. When consumers in Hong Kong copied BAPE products and ignored the philosophy of life represented by BAPE, they resolutely closed the first overseas store.
In fact, as long as NIGO agreed to produce more products in each plan, he could earn more money than he does now, but he didn't. Maybe NIGO is really playing and doing what he loves and likes. It is worth learning from the hipsters who want to be independent brands in China. Maybe NIGO is really playing or doing something he loves and likes.