BAPE History & Hype: How a Japanese Icon Took Over Streetwear

Whether you’re into bold prints, camo fits, or you just want to flex something with real streetwear roots, BAPE’s got it. Born in the backstreets of Tokyo in the early ‘90s, this brand came through loud, weird and original, just the way we like it. And now, decades later, it’s still holding its spot at the top, chilling next to the likes of Supreme, Off-White and Nike collabs that break the internet.

At Notorious Lifestyle, we’re all about that clothing lifestyle in Aurora, Colorado. That’s why you’ll always catch a solid lineup of BAPE gear in our store.

This blog’s diving into how BAPE got started, who made it pop, and why it's still a cultural phenomenon today.

How BAPE got started

Back in 1993, Tomoaki Nagao or "Nigo" flipped the streetwear game by launching A Bathing Ape, aka BAPE, in Harajuku, Tokyo, Japan. His vision was to mix hip-hop, pop culture, and Japanese fashion.

The name “A Bathing Ape” is based on the idea of people living a comfortable, over-the-top lifestyle (apparently like an ape bathing in hot water). It’s got layers, just like the brand’s drops. In the early days, Nigo only made a few pieces at a time, which built the brand's exclusive appeal. If you saw someone in BAPE, you knew they were tapped into the culture.

BAPE took off quickly in Japan and the world soon followed. The rapper Soulja Boy famously said that he was the first of the influential figures who wore BAPE, but the truth is that once celebrities like Pharrell Williams and Kanye West started rocking it in the early 2000s, it became a global obsession for those who were into hip hop culture. Virgil Abloh, Louis Vuitton's artistic director, also wore BAPE, making it a hit with the high fashion crowd. The brand started appearing in music videos, streetwear blogs and most importantly, boutique clothing shops from Los Angeles to Aurora and London.

In 2025, BAPE is still huge. They keep remixing their OG BAPE camo, dropping Hello Kitty collabs and full camo sets that keep them at the top of the game. Their Bapesta sneaker, which looks like a louder Air Force 1, is a status symbol for sneakerheads.

Who owns BAPE?

So, who’s really behind BAPE these days? Nigo may have built it, but in 2011 he sold the brand to the Hong Kong fashion conglomerate “I.T Group”. That move had the internet shook. People weren’t sure if BAPE could keep its cool without the guy who made it pop in the first place.

But here’s the thing: BAPE didn’t fall off. It levelled up.

Since the takeover, the brand’s won even more popularity than Nigo probably saw coming. Stores opened in New York, London, Paris and across Asia. And while some OG fans miss the lowkey Harajuku days, most would agree: BAPE’s still a top-tier name in global streetwear culture. They know how to keep things fresh without losing the vibe. Their most iconic designs, the camo and shark hoodie are still a flex. Their collabs are even wilder. We’re talking Crocs, Adidas, Hello Kitty, Coach, even Marvel. Whether it’s on a tote bag, varsity jacket, or full-zip hoodie, BAPE keeps finding new ways to stay relevant without trying too hard. Whether you’re mixing a BAPE tee with athletic wear or throwing on a hoodie with outdoor clothing, the drip from this Japanese brand speaks for itself.

How to style BAPE: Flex loud or keep it chill

Whether you’re going full shark hoodie or just throwing on a BAPE logo tee, this brand gives you options. You can go loud, laid-back or somewhere in between. That’s what makes it a staple for anyone who really lives the clothing lifestyle.

If you’re rocking a BAPE hoodie, especially the full-zip shark, keep the rest simple. Let the hoodie do the talking. Pair it with straight-leg cargos or clean joggers and finish the look with some fire men’s sneakers (Bapestas, obviously, or some Nike Dunk Lows if you want to mix brands). Add a beanie or a crossbody bag if you’re feeling extra.

For warmer weather, throw on a graphic BAPE tee or camo shorts with athletic wear like compression socks and slides.

To take it up a notch, layer BAPE with boutique clothing shop finds like a varsity jacket or vintage flannel. The mix of streetwear and one-of-one thrift vibes keeps your fit feeling personal, not forced. Outdoor clothing also goes hard with BAPE, think windbreakers, gilets or even a subtle puffer over a camo hoodie.

BAPE belts, hats, wallets and even phone cases pull the whole look together without screaming for attention. It’s about balance: mixing bold pieces with stuff that tones it down.

Where to buy BAPE in Aurora, Colorado

If you’re trying to get your hands on a real BAPE product without waiting on sketchy shipping or risking fakes, you’ve got to hit up Notorious Lifestyle right here in Aurora. We’re

posted up at the Town Center and we keep our shelves stacked with legit BAPE apparel and accessories all year round.

We’re talking full-zip shark hoodies, tees, hats, camo pieces, collab drops and sometimes even rare finds you won’t see anywhere else in the state. Whether you’re on the hunt for a hoodie that turns heads or just want a tee that hits right with your favorite pair of women’s sneakers, we got you.

Wanna try before you buy? Pull up to the shop, feel the quality, check the fit, and walk out with something fresh. Our crew knows streetwear, and we’re always down to help you find the right size or show you how to style a piece with stuff you already wear.

Plus, we’re not just about the BAPE label. When you stop by, you can shop clothing from other heat brands too: Nike, Jordan, Travis Scott shoes or Paperboy sweats. Find the newest athletic wear, rare kicks and boutique clothing shop gems. See you at the Aurora Mall or check out our collection on Instagram.