A Bathing Ape (BAPE)
Pioneer of Japanese Streetwear and Designer Toy Culture
Discover A Bathing Ape (BAPE), the iconic Japanese streetwear brand and creator of Baby Milo, pioneering the fusion of fashion and designer toys.
Overview
A Bathing Ape (commonly known as BAPE® or A BATHING APE®) is one of the most influential Japanese streetwear brands and a pioneer in global hype culture and collectibles. Founded in 1993 by Tomoaki Nagao (better known as Nigo) in Ura-Harajuku, Tokyo, the brand draws its name from the Japanese idiom "a bathing ape in lukewarm water" (symbolizing complacent, overindulgent youth) and the 1968 film Planet of the Apes. BAPE exploded in the 1990s–2000s with signature motifs like 1ST CAMO (ape camouflage), the Ape Head logo (designed by Sk8thing), shark hoodies, and Baby Milo®—the adorable baby chimpanzee mascot that became central to its toy and collectibles line. The brand pioneered limited-edition drops, scarcity marketing, and crossovers between fashion, music, and toys, influencing streetwear worldwide. BAPE expanded into designer toys via BAPE PLAY™ and partnerships (e.g., Medicom Toy VCDs, Be@rbrick collabs, capsule figures), making Baby Milo a staple in urban vinyl collecting. Sold to Hong Kong's I.T Group in 2011 (with Nigo departing in 2013), BAPE continues strong releases, including apparel, accessories, and collectibles. By 2026, it remains a cultural icon with enduring hype, nostalgia-driven value, and global resale appeal.
History & Background
BAPE began in 1993 when Nigo, after working as an editor/stylist at Popeye magazine and co-founding the boutique NOWHERE with Jun Takahashi (UNDERCOVER), launched his own label. Inspired by hip-hop, Planet of the Apes, and Japanese youth culture, Nigo collaborated with graphic artist Sk8thing to create the Ape Head logo and camo patterns. Early items were limited-run hoodies and tees sold exclusively at NOWHERE, building word-of-mouth hype. By the late 1990s, BAPE expanded nationwide in Japan before centralizing distribution for exclusivity. The 2000s saw massive U.S. popularity via endorsements from Pharrell Williams, Kanye West, and hip-hop artists, plus global stores and collabs. Financial challenges led to debt issues by 2010; in 2011, I.T Group acquired a majority stake. Nigo stepped down as creative director in 2013. Under I.T ownership, BAPE revitalized with refreshed drops, Baby Milo expansions, and ongoing toy lines. Key milestones include the 25th anniversary (2018) with life-size Baby Milo sculptures and artist collabs.
Product Categories
BAPE offers a wide range blending streetwear, accessories, and collectibles:
- Apparel & Footwear: Hoodies, tees, camo prints, shark motifs, Bapesta sneakers.
- Accessories & Lifestyle: Bags, headwear, home goods, pet items.
- Toys & Figures: Vinyl figures, plush, capsules, VCDs (via Medicom), Be@rbrick crossovers, large sculptures.
- Baby Milo® Store: Dedicated kids/lifestyle line with apparel, travel, pet, home, stationery featuring Baby Milo and friends.
Major Product Lines
BAPE's collectibles ecosystem centers on its ape-themed icons:
- Baby Milo® – Flagship mascot (cute baby chimp); endless variants in plush, keychains, figures, apparel.
- Ape Head & Shark – Core graphics applied to toys (e.g., shark hoodie VCDs).
- 1ST CAMO & Camo Series – Camouflage patterns on figures and accessories.
- BAPE PLAY™ – Toy division handling capsules, Medicom collabs, and artist series.
- 10 Artists Collections – Anniversary figure sets (e.g., 2018 8" Baby Milo by Mankey, Shepard Fairey, Michael Lau, etc.).
- Crossovers – DC (Batman/Superman VCDs), Be@rbrick, Revoltech, ToyQube wooden figures.
Key Franchises & Licenses
BAPE emphasizes original motifs but excels in high-profile collabs:
- Artist series (Mankey, Sk8thing, Shepard Fairey, Eric Haze, Michael Lau).
- Music/celebrity ties (Pharrell, Kanye influence historically).
- IP crossovers (DC Comics, Marvel influences in past).
- Toy partners (Medicom Toy for VCDs/Be@rbrick, ToyQube for wooden).
- Baby Milo® as standalone lifestyle franchise with friends characters.
Global Presence
- Origin: Japan (Tokyo flagship stores in Harajuku/Shibuya).
- Asia: Strong in Hong Kong, China, Korea (I.T Group influence).
- North America: U.S. stores (e.g., NYC), official site us.bape.com.
- Europe & Worldwide: International shipping, select retailers, resale dominance.
Market Position & Collectibility
BAPE holds legacy status as a streetwear pioneer with high collectibility in toys/figures:
- Vintage 1990s–2000s items (early camo, Baby Milo capsules) appreciate significantly.
- Limited drops and artist collabs create instant sell-outs and resale premiums.
- Baby Milo figures (e.g., Medicom VCDs, 10 Artists sets) hold strong value among designer toy collectors.
- Nostalgic appeal for 2000s hype era + current relevance via refreshed releases.
Why Collect BAPE?
- Iconic role in streetwear-to-toy crossover history.
- Endless variants of Baby Milo and ape motifs for completionists.
- High resale potential for rare/limited figures and vintage pieces.
- Cultural significance: From Harajuku underground to global hip-hop/street influence.
- Versatile display (mix apparel, plush, vinyl, sculptures).
- Community hype and nostalgia from Nigo's golden era.
Where to Buy
- Official channels: BAPE websites (us.bape.com, int.bape.com), flagship stores, Baby Milo Store.
- Collaborations: Medicom Toy stores/online for VCDs/figures.
- Secondary platforms: eBay, StockX (authenticated), Grailed, Mercari, Yahoo! Auctions Japan.
- Collector communities: Instagram BAPE groups, Reddit r/streetwear, r/designertoys.
Tip: Verify authenticity for high-value vintage or figures with original tags, packaging, and holograms—bootlegs common.