[Kì I] Japanese Streetstyle and A Bathing Ape Empire

After more than three decades of copying, importing, and renewing designs originating from a once-inexperienced enemy – USA, Japan has been ahead of the pack in the apparel sector. Don’t just stop at convincing victory when facing the cradle of Hip-hop, “sunrise” country continuously affirms its unique position through the most premium and expensive streetwear products in the world.

One of the symbols of Japan’s global dominance is that A Bathing Ape (also called Bape). This superlative street fashion brand was built by a national hero Nigo early years 90. This article will give an overview of the evolution of contemporary street culture Japan in general and of Bape in particular.

1. 1980s – Street Culture In Japan

At the end of the years 1980s, Hiroshi Fujiwara, a student in the capital Tokyo, back home after a short break at London. When going out at busy nightclubs in the country, Fujiwara introduced to culture Hip-Hop just imported Europe from USA. Enjoyed with this novelty, he returned home and became one DJ first of Japan.

Fujiwara aspects of continuing to spread Hip Hop through categories The Last Orgy in a popular magazine. This category mixes skateboarding and music punk rock, film arts, and fashion Hip-Hop under the name Street Culture. After that, Fujiwara hailed as a leader for this unique movement.

2. 1990s- Nigo and A Bathing Ape

At a famous fashion academy, there is a guy with a different name Tomoaki Nagao studied Editorial. Nagao draw attention to people around you with a similar face and appearance Fujiwara incredible. A friend therefore put for Nagao nickname Fujiwara Hiroshi Nigo – Hiroshi Fujiwara the second. Number one and number two meet by chance at a nightclub London Nite. Fujiwara Open the door to street culture Nagao, their conversation becomes the foundation for their long-term cooperation.

Fujiwara notice a change in the way young people dress. With some help from loyal followers, he founded the brand Goodenough to meet new aesthetic demands for large print t-shirts and sportswear. Following that, Nagao Join a design team to open a design store Hip Hop Firstly, Ura-Harajuku.

Cooperate with a nickname old friend Nigo for myself, Nagao and Takahashi join hands to set up the store Nowhere (1993). This shop uses a novel way of selling, one side sells its own designer products Takahashi under the name UNDERCOVERThe other party sells selected imported products by Nigo. When UNDERCOVER bestsellers, items of Nigo sit on shelves for months. Realize young Japanese are craving for domestically made and brand new items to explore. Nigo decided to initiate his own brand.

At that time, the cinema phenomenon Planet of Apes are sweeping the Japanese market. Nigo and Sk8thing, an associate of Fujiwara, has been inspired by the movie and traditional verse that compares the complexion of ape-like complexion bathed in warm water to create its name. A Bathing Ape in Lukewarm Water. Impressed by this name, but it’s too long, so Nigo shorten child A Bathing Ape. In addition, Sk8thing painted by hand logo Monkey heads are cultivated to customize the original image of the brand.

Agility in business tactics, Nigo was one of the first designers to use a celebrity’s reputation to sell their products. A Bathing Ape introduced to the market through popular singers at that time. The most prominent example is the band collaboration Hip-Hop East End X Yuri (1995). As the only female member of the group, Yuri be in person Nigo choose an outfit. That same year, Bape promoted more widely in the form tour merch for the tour Keigo “Cornelius” Oyamada.

3. Late 1990s – Early 2000s – Bape Kingdom

With her continued appearances in the media with celebrities, Bape quickly became the hottest brand in Japan. Leave the vignette behind camo familiar and complex design, Nigo focus on printed t-shirts, plaid shirts, and jeans.

The last years of the decade 90s, Goodenough decided to temporarily close for a while. Following in the footsteps of number one, number two also began to limit the number and stores that sold clothes A Bathing Ape, from more than four dozen branches to ten. As a result, young people began to search for rare models of the company. Regular T-shirts were bought three years ago resellers resell at heavenly prices. This is also the time when counterfeit products began to appear on the market.

The leader of Bape decided to expand the market, reaching out to the world. The first store of international stature was opened in Hong Kong. The fan base of this brand is so great that customers have to call in time before buying to avoid traffic jams. Linking this success is a series of chains A Bathing Ape appear present London, already New York. Bape become a symbol of the dominance of the street culture of cherry blossoms in every corner of the world.

At home, Bape continue to maintain their position. Year 2001, Nigo Cooperation with Pepsi Co create cans Pepsi bearing typical motifs of a fashion brand. End of the year 2001, Bape gave birth to the first footwear product to spread the name BapeSta Based on a legendary shoe Nike Air Force 1s. Later, Bape also expanded the business into the restaurant, hair salon, and television market. The whole of Japan truly became a kingdom dominated by this cult brand.

4. 2000s – Present – The Depression period

Year 2009, Nigo resignation. After Bape becoming so popular, Japanese people are no longer interested in its products. Although in the world, Bape has always maintained its performance, but the decline in sales has pushed Nigo into debt. A large consortium of Hong Kong bought back A Bathing Ape for a tenth of its value at its peak.

Nigo continue to indulge in creativity. He opened Human Made and take the same approach. About three years ago, he was appointed design director of UNIQlO. And now, he is a creative advisor for adidas.

The birth of Japanese street culture was a turning point in history. After many years of encountering difficulties to create his own qualities, Japan has built a powerful empire to win flower States at the street fashion front, Hip Hop. This absolute victory is 100% effort of heroes like Fujiwara and Nigo. A Bathing Ape becomes a monument that demonstrates the strength of these two designers. Although experiencing a crisis but the empire Bape still has a terrible influence on world culture. Will this dominance ever be reclaimed by the United States or inherited by another nation, like Vietnam male such as?

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