1968, a Hollywood sci-fi movie Planet of the Apes was released, which influenced countless young people in that era and is still one of the most classic works in cult movies. 1970, a boy named "Zhipengmei" was born in Takasaki City, Gunma Prefecture, Japan. 1993165438+1October, he founded the brand named "A bathing ape in Luke Waltry". BAPE's full name is, which means an ape who lives in ease. The most famous brand slogan also comes from movies. Like other designers in Harajuku, NIGO graduated from Tokyo Institute of Culture and Fashion, but BAPE's LOGO was not designed by him, but by an important figure in Harajuku culture. A good friend of Nao Tomomi, a famous illustrator, also likes the movie Planet of the Apes-Skate Thing-nicknamed skateboarding-and spent a week designing it. BAPE made a lot of changes on the basis of the ape-man head, and found it very personal and cool. Bape started with T-shirts, and only 50 pieces of each style were produced, of which 30 pieces were distributed to employees and friends, and only a few of them went to the market. Someone asked him how to make money. BAPE was not built to make money. To put it bluntly, it's NIGO's own brand, and it's cool. Because he had many other jobs at that time, income was not a problem, so he insisted on the quality of his products and wanted to do something that satisfied everyone around him. NIGO said in many interviews that money has never been the first in his mind. Bape has been designing T-shirts for about two years. Because of its unique design, guaranteed quality and limited quantity, it can show its own personality, so it gradually became a little famous among Japanese hipsters, and then slowly began to design other clothes. 1998, Kimura Takuya, the popular king of Japan, appeared in a TV advertisement in BAPE costume, and BAPE quickly set off a craze in Japan. Later, many Japanese artists such as Tadanobu Asano and Sae Isshiki watched TV through BAPE, and there were also many artists from Taiwan Province Province and Hong Kong, such as Andy Lau, Edison Chen and Cecilia Cheung. Recently, Taiwan Province Pig-Show Lo loves to wear BAPE, and BAPE is almost always on the show. In fact, many Japanese, Hongkong and Taiwan Province artists like to wear very classic styles or limited editions that are hard to buy. This trend is largely a follow-up. People will follow what is popular for a while, but they won't wear it after a while. However, regardless of others, they have their own ideas, and those who look comfortable are the truly stylish hipsters. BAPY (Busy Working Lady), a BAPE women's clothing brand officially launched on 200 1, has made it clear that it is aimed at young OL groups and has nothing to do with the initial inspiration. The designer of BAPY is KIKO, and the clothes are all lovely elements, such as ice cream and leopard print. The theme of recent spring and summer is this tongue-spitting skeleton named Chloé chan. This little monkey named Little Miro is a masterpiece of BAPE toy series. It has a special concept store. Besides BAPE, it also appears on women's and children's clothing lines. BAPE shoes, BAPE STA, are also hot-selling goods, with many styles and patterns to choose from. However, Bape is definitely not just a clothing brand. Although it is very successful in clothing development, NIGO has developed a series of concept stores, from barbershops, coffee shops, galleries to MILOSTORE, which is simply the kingdom of Bape. NIGO can be so successful. According to himself, he has always been based on his own preferences, regardless of the needs of consumers or the reaction of the market. However, the effect is surprisingly good every time. For many original brands, it's a little easy to stand and talk. After all, it is impossible for most people to run a brand without making money. Another important reason for NIGO's success is that he is also an important promoter of trend culture. He has been committed to introducing international trend art into Japan, and actively cooperates with various art design or commercial units to vigorously promote trend culture. Needless to say, we are both classmates and friends, and our cooperation never stops. Others, such as Pepsi, Adidas, Microsoft, etc. , is always a topic, the latest cooperation is the United States and the name of the street. Many people think BAPE is great, and the elements used are things that will not be popular, such as camouflage and cartoon images. Secondly, Bape's clothes are mostly changed in pattern, material and packaging. BAPE is very creative in store decoration and product packaging, and the most important thing is good quality control. Because 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, we insist on limited supply. When consumers in Hong Kong were hyping BAPE products and ignoring the philosophy of life represented by BAPE, NIGO resolutely closed its 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. This pursuit of detail and quality has made BAPE respected and successful all over the world, and it is worth learning from hipsters who want to be their own brands in China.