No fit is complete without a fresh shave, at least according to BAPE. The streetwear brand has linked up with Gillette to create a co-branded razor featuring the former’s signature camo print — but how that product aligns with BAPE’s heritage, or even streetwear in general, is unclear.
Eleven years after its founder Nigo sold 90 percent of his stake and left the brand, BAPE has gone from teaming up with Supreme and Kanye West to partnering with Havaianas, Amazon, Angry Birds, and Minions, with each collaboration more nonsensical than the last. In the past few years especially, the brand has moved away from its exclusive image, seemingly slapping its camo print on any product that comes near it. But if BAPE will work with anyone, why should consumers care?
