Nigo founded A Bathing Ape, also known as BAPE, in 1993.
The brand began in Tokyo’s Harajuku district, a major center of Japanese youth fashion. Its name is a reference to the phrase “A Bathing Ape in Lukewarm Water,” describing a generation viewed as comfortable and complacent.
BAPE became famous for small production runs, recognizable camouflage, graphic prints, and its ape-head logo. The brand’s limited availability helped establish a model that later became common in streetwear: frequent releases, controlled supply, and strong interest in specific designs.
BAPE’s influence reached far beyond Japan through music, sneaker culture, and collaborations. In 2011, Hong Kong-based fashion company I.T acquired a majority stake in the brand. The label is sometimes confused with Nigo’s later Human Made project, but BAPE and Human Made are separate companies with distinct visual identities.