A Bathing Ape

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United States > New York > New York City :

A Bathing Ape
91 Greene Street
New York, NY 10012
(212) 925-0222
www.bape.com

In Tokyo, as we are always being reminded, the currency is cool, and A Bathing Ape is the gold standard. The clothing line looks, to the uninitiated, like standard big-jeans streetwear, heavy on the camo. To the faithful (who know it as BAPE), it represents membership in a cult brand that’s spun off a record label, hair salon, café, and toy line in just over ten years. The secret? Exclusivity—everything is limited-edition, and BAPE’s Hong Kong branch is open only to prescreened “members”—which produces rock-concert-style lines at BAPE stores and a resale market where a T-shirt can fetch $1,000.

  Now BAPE has arrived in very above-ground Soho (212-925-0222). “I don’t want to promote or sell,” insists founder DJ Nigo, who recently had his teeth covered in diamonds to match his $30,000 Jacob & Co. watch and Flava Flav throwback pendant. But, judging from the patient army of camo-clad kids who queued up on opening weekend, he will sell, and sell a lot.

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