Page 19 - RLIJune2026

New Jersey, US

the best information to consumers is through our store staff members.
Our physical environments are a very prominent aspect in our strategy
moving forward,” Mahmoud highlights.
Rooted in music, art and youth culture, BAPE was made and
continues to be inspired by its culture and community. As fashion
itself becomes increasingly intersected with gaming, the company is
currently working on multiple projects within the world of gaming.
Mahmoud comments that they understand gamers are very
passionate about their industry and he feels BAPE could be a part
of that environment in the future. While it is something the business
is pursuing, they are currently in the testing and learning stage,
attempting to gain a better understanding of the market before moving
forward with something more permanent.
As the streetwear sector evolves, consumers are more aware than ever
about sustainability and production ethics and BAPE understands this
and first and foremost, their ESG efforts and scoring is top of mind in 1
everything they do. However the CEO feels the best way of expressing
their commitment to sustainability is the fact that the company’s sell
through rates are always the highest within the season.
“We are not just a commodity, we are a collectible brand. So when
you buy a product from BAPE, it will stay with you as a unique piece
and it is something that can be passed onto the next generation.”
After more than three decades of growth, the world is BAPE’s
oyster and while they continue to put a lot of emphasis on their

INTERVIEW he renowned Japanese streetwear brand A Bathing Ape
(BAPE), is known for its bold, eye-catching design and
iconic CAMO patterns and in its 33 years of operation,
T has released a host of original patterns and characters,
such as Ape Head, BAPE CAMO, BAPE Sta, Shark Hoodie and
BABY MILO.
A major aspect of how the business has stayed culturally relevant
over the years is its focus on authenticity. With an ethos of fearless 2
expression, it is this phrase that is at the core of everything they do.
They obsess over how they can enable their consumers, communities 1 & 3. New Jersey, US
and culture to fearlessly express themselves through the pivotal 2 & 4. Dosan, Seoul, South Korea
anchors of sports, music and art.
“This ethos is then filtered through our brand values of being bold
in everything we do, being fixated on Japanese craftsmanship and
quality in everything we create, produce and offer and staying true to
our unique DNA and ambition,” explains Mahmoud El Salahy, CEO 3
Fearless of the entire company culture from store staff all the way through to 4 digital enhancement, physical remains the priority and markets such
of A Bathing Ape. “We then take all of this and embed it into the fabric
myself, to ensure we are all on the same wave length.”
as North America and the Middle East are major beacons for their
Currently on a journey of elevation and amplification within the
growth trajectory. Right now in the Middle East, they exist in Dubai
Expression streetwear landscape, in the last few years BAPE has been aggressively specifically through BAPE and another diffusion line called AAPE,
working on elevating everything they do, from the latest innovation in
as well as in Saudi Arabia and they currently have less than a dozen
materials to the designs they are bringing to the table, from activations
stores, however, plans are in motion to more than double this in the
and engagement with creators to their in-store layout, no stone is
being left unturned in their pursuit of distinction. coming years. Additional markets of interest are Korea, where they
recently opened a flagship store and Paris.
Collaboration or co-creation as Mahmoud likes to say, is a pivotal As our time with the CEO begins to run out, we ask Mahmoud:
A Bathing Ape is a Japanese fashion brand part of their vision and the most important aspect behind any potential what would he like the brand to be known for in five to ten years’ time
founded by Tomoaki Nagao (Nigo) in Shibuya, collaboration is the meaningfulness of it and what type of message it that it isn’t yet today?
may send. An example of this was last year which saw a co-creation
“Throughout our history, we have been consistently known as a
Tokyo in 1993. Specialising in men’s, women’s and between BAPE and Spotify, which the CEO terms as the media social company that is empowering the world to stay fearless in everything
children’s lifestyle and streetwear, it has been platform for music. This joining together of unique platforms saw they express. Now do we have this today? Perhaps, to a certain extent,
leading the scene for over 30 years. Here, RLI the launch of an amazing collection that was spearheaded by the but there is also still this affection and hype aspect around the brand
caught up with company CEO Mahmoud El Salahy CENTRAL CEE range. and while we cannot deny this and we love it; I would love to envision
While BAPE is a brand that harnesses the power of digital, it
people wearing our logo as a badge of belonging to a certain group
to discuss the evolution of the business since remains physical first and its stores are the best source of its content of fearless, expressive people that are just moving through the world
inception and how it continues to grow. creation. “Our stores are how we stay relevant and how we deliver fearlessly, achieving everything they have set out to do.”

18 Retail & Leisure International June 2026 June 2026 Retail & Leisure International 19