Tokyo Fashion Godfather Hates It When "Ugly People" Of Rural America Wear Japanese Clothes

Illustration for article titled Tokyo Fashion Godfather Hates It When Ugly People Of Rural America Wear Japanese Clothes

If you or someone you've fucked has ever suffered from multicolored-sneaker addiction, it will not probs not surprise you that a story about Nigo, the Pharell-partnering Japanese "street fashion" i.e. sneakers/T-shirts entrepreneur who founded A Bathing Ape, has spent weeks tearing up the "Most Emailed List" of the website of the very-substantial mogul-targeted business magazine Portfolio. Bathing Ape is responsible for popularizing those weird multicolored "Whoa crap OVERLOAD!" printed hoodies worn by dudes way too old to be spending their money on that shit which is what makes it sort of cute, and he is also, because he is Japenese, an obsessive collector of pretty much everything too ridiculous for girls to collect (Sample quote: "And when I touch this stuff"—he carefully picks up a Colonel Sanders doll—"I feel good. I feel very alive.") Anyway, Nigo is perhaps the most important man in that realm of "fashion" beloved by guys who don't have to wear collared shirts to work, but he has some haters.


His old mentor Hiroshi Fujiwara:

"I just wonder how he feels when he sees ugly people wearing his clothes. If you go to the countryside in America and people are wearing Bathing Ape, that's not very cool." Fujiwara, now a consultant for Nike and Levi's, shrugs. "I thought he was more like us, but he changed."


Hahahaha, wow. It's not often that we call one in favor of Ralph Lauren and Tommy Hilfiger and all the colossal American brands clothing all the ugly people of our great nation's countryside in their mass-Chinese-produced crap over the voice of Japanese craftsmanship and "lean manufacturing" etc. etc., but the guy works for Nike, for fuck's sake.

Fashion's Next Big Bang [Portfolio]

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Moe, you've very nicely negged this Nigo jackass. Well done. You're totally right about dudes too old to be wearing that kind of shit, too. The next time I see some 30-something Web 2.0 dude w/his pants hanging off his ass and this Turtle from Entourage-looking crap, I pledge to throw up in his presence.