Hype Machine
Gulf Business|September 2019
Bape recently opened its flagship Middle East store in Dubai Mall. Here’s a brief history of how the Japanese brand became an international streetwear major.
Varun Godinho
Hype Machine

Drop culture. Leftfield collaborations. Cult-level community building. A pedantic influencer strategy. If you thought these were pioneered and aced recently by streetwear giants like Supreme, Off-White and Palace Skateboards, think again.

It was a one-man hype machine from Tokyo in the Nineties who is perhaps more responsible than anyone else for shaping how we consider, consume and market streetwear today.

In 1993, Nigo – real name Tomoaki Nagao – opened a shop called Nowhere in Tokyo’s hip Ura-Harajuku district. Soon, he introduced his own label called A Bathing Ape – or Bape – that brought streetwear with attitude to the forefront. In fact, the name of the brand itself was a jibe to the elite (Nigo’s father was a metal fabricator and mother a nurse) as the Japanese phrase ‘a bathing ape in lukewarm water’ refers to brats living sheltered lives.

Some of Nigo’s earliest creations were the iconic shark tees, a product that is still retailed even today. In those early days of Bape, Nigo would create just 50 T-shirts a week and then offer up only half of them for sale. The idea was that not more than 10 per cent of those who wanted a Bape got their hands on one. Like so many streetwear collectables, when they were gone, they stayed gone. What Nigo did with the other half of the weekly collection was equally important. He would smartly seed it with creatives and influencers in Tokyo thereby ensuring that the clothes became desirable statement pieces.

This story is from the {{IssueName}} edition of {{MagazineName}}.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the {{IssueName}} edition of {{MagazineName}}.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM GULF BUSINESSView all
Green lights
Gulf Business

Green lights

It hasn’t even been a full year that Stellantis, one of the world’s biggest auto companies, has been in existence. Still, its wheels are spinning furiously. Here’s what it has in store for the region

time-read
6 mins  |
December 2021
Purpose through corporate responsibility
Gulf Business

Purpose through corporate responsibility

Every organisation must deeply reflect about whether they are leaving behind a legacy or a liability, says Abdulaziz AlSowailim, EY MENA chairman and CEO

time-read
5 mins  |
December 2021
Analysing the layers of a coconut
Gulf Business

Analysing the layers of a coconut

When we have a sense of clarity as to our purpose in life, then we institute the correct practices and habits around us, and set realistic and achievable results

time-read
3 mins  |
December 2021
DUNES TO DOMINION
Gulf Business

DUNES TO DOMINION

FOR A COUNTRY RICH IN TRADITION AND DRIVEN BY AMBITION, THE UAE’S JOURNEY DURING THE PAST 50 YEARS HAS BEEN UNPRECEDENTED. WHAT’S IN STORE FOR THE NEXT 50?

time-read
9 mins  |
December 2021
Building strong
Gulf Business

Building strong

International investors are boosting Dubai’s residential property market, which has rebounded strongly from the Covid crisis, writes Aarti Nagraj

time-read
3 mins  |
December 2021
CHASING THE AMERCIAN DREAM
Gulf Business

CHASING THE AMERCIAN DREAM

FOR SHAI ZAMANIAN, THE US IS A LAND OF LIMITLESS POSSIBILITIES, AN AVENUE HE AIMS TO OPEN FOR FAMILIES WORLDWIDE VIA IMMIGRATION. HERE’S HOW HE IS BRINGING HIS GOAL TO FRUITION

time-read
6 mins  |
December 2021
OBITUARY: JOCELYN HENDERSON (1921-2021)
Gulf Business

OBITUARY: JOCELYN HENDERSON (1921-2021)

THE GRANDE DAME OF ABU DHABI – THE WIFE OF A FORMER DIPLOMAT – PASSED AWAY IN THE UAE CAPITAL AGED 100

time-read
3 mins  |
December 2021
THE DIGITAL DISRUPTORS
Gulf Business

THE DIGITAL DISRUPTORS

IN THE COMING YEARS, THE GCC IS EXPECTED TO PLAY A SIGNIFICANT ROLE IN SECTORS SUCH AS HEALTHCARE, MANUFACTURING, EDUCATION AND RETAIL, WHICH WILL HELP BOOST THE GROWTH OF ITS NON-OIL ECONOMY

time-read
7 mins  |
December 2021
Signed, sealed, delivered
Gulf Business

Signed, sealed, delivered

Nicolas Baretzki, CEO of Montblanc, partnered with one of the world’s most recognisable luxury brands, Ferrari, earlier this year. Here’s where the partnership, and the German company as well, is headed next

time-read
6 mins  |
December 2021
UP, UP AND AWAY
Gulf Business

UP, UP AND AWAY

AS THE FIRST IN-PERSON AIRSHOW TO TAKE PLACE SINCE THE OUTBREAK OF THE PANDEMIC, THE EVENT SAW SEVERAL DEALS ANNOUNCED

time-read
4 mins  |
December 2021