Posted in A Bathing Ape, Billionaire Boys Club, Designer Love, Ice Cream, N.E.R.D., Nigo, Pharrell Williams

Designer Love: Nigo Steps Away from his BAPE Brand


Cult Streetwear Designer Nigo Steps Away from his BAPE Brand

Cult Streetwear Designer Nigo Steps Away from his BAPE Brand…

Are people still spending $150 on graphic hoodies? Wait. Are people still wearing graphic hoodies?

Perhaps it’s the lack of demand for insanely overpriced streetwear that has Nigo — the revered Japanese designer who helped popularize the graphic hoodie through his A Bathing Ape label — backing away from his own business.

WWD reports that the diminutive designer is stepping down as president and director of the brand, though he’ll remain head designer — and will continue his fashion partnership with N.E.R.D. Pharrell Williams, whom he co-owns the Billionaire Boys Club and Ice Cream brands with.
Nigo, who’s also a DJ and music producer, said he’s decided to give up his management duties in order to concentrate on the creative side…which probably needs a boost right about now.

The designer’s ascension in the fashion world is the stuff of pop culture legend. He launched Bape in 1993 by making between 30 and 50 t-shirts a week, then splitting them between his celebrity friends, including Williams and Kanye West, and the fawning public. The limited-edition pieces became instant collector’s items.

But luxury streetwear companies like Bape and WESC — who’ve been gauging us for years — are going to have to rethink their business models if they want to stay relevant. In this economy, $200 t-shirts don’t fly. And if we keep our heads, they never will again.

Source: hollywoodlife.net

“Your thoughts on Nigo stepping down?”

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