According to Nigo, the name “BAPE” is a reference to “A Bathing Ape in Lukewarm Water”. Japanese people typically have daily baths in water at temperatures above 40 degrees Celsius (104 °F). As such, bathing in luke warm water is to complacently over indulge. This is, ironically, a reference to the lazy opulence of the younger generation of Japanese, the brand’s own customers.
