The Japanese clothing company loves to sell its collection of garments with creative words. While the majority of people are familiar with its famous caption—A Bathing Ape in Lukewarm Water—few people are aware of the company's tagline. You now know that an ape shall never kill an ape. The 1968 film that provided the inspiration for the brand's well-known moniker, BAPE, is still mentioned bape shark shorts in this slogan. It's reasonable to assume that Bathing Ape is the acronym for BAPE. But, the caption is also reminiscent of a Japanese idiom and a movie. Initially, the logo honours the movie Planet of the Apes. Second, it is a play on the Japanese proverb "A Bathing Ape in Lukewarm Water." It's interesting that this proverb refers to the young, well-off Japanese who were the initial targets.

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