Nigo, The Man Behind BAPE
A Bathing Ape In Lukewarm Water
This video was perhaps one of my first introductions to Nigo. A fan of streetwear since the early 00's, I caught wind of the streetwear brand BAPE through blogsites niketalk and Hypebeast forums. A beautiful time.
Nigo is a notorious fan of 20th century pop culture, and channelled his love for the 1968 film Planet of the Apes in the name, as well as referring to the Japanese idiom ‘A bathing ape in lukewarm water.’ The phrase is used to describe somebody who overindulges, like lying in a bath until the water isn’t even hot anymore, so was an almost tongue-in-cheek reference to the same hyper-consumptive youth that would eventually form the cornerstone of his brand, according to Highsnobiety.
The above video gives a glimpse into the lifestyle of a man who has built a life according to his own terms- his interests and hobbies reflect a deep appreciation for art and culture and positions him as a curator of sorts.