Why the hype? A Bathing Ape
A Bathing Ape was founded by designer Nigo in 1993 and specializes in streetwear for men through the BAPE and AAPE lines, for women through the BAPY line for kids with the BABY MILO line.
The brand has collaborated with countless brands like Pepsi, Supreme, Stussy and features characters such as SpongeBob, Hello Kitty and characters from the Marvel and DC Comics franchises.
There is also a long line of artists that have collaborated with A Bathing Ape like Wiz Khalifa, Notorious B.I.G., Beastie Boys, Pharrell, Kanye West, KAWS, Linkin Park and many many more.
In 2011 the large Hong Kong fashion conglomerate, I.T. Group, purchased the bulk of the label for around $2.8 million. Nigo still stayed on as the Creative Director.