After studying fashion editing he worked as a stylist and editor for Popeye magazine. After borrowing four million yen from an acquaintance, who also let him use his shop, he opened “Nowhere”, his first store, on April 1, 1993 in Harajuku, Tokyo. Deciding to start his own brand he named it after the 1968 film, Planet of the Apes. According to Nigo the name "A Bathing Ape" is short for a Japanese saying "a bathing ape in lukewarm water" -- a reference to Japanese young generation being spoiled, pampered and too complacent. To expose the brand he gave T-shirts to the lead singer of Cornelius who wore them when performing. For two years he produced 30 to 50 shirts a week, selling half and giving half to friends.