After a brief relocation to a pop up store in the absurdly cool Dover Street Market, Bape London has now returned to its original location in Soho’s Upper James Street. Having once been the epitome of hype culture in the streetwear boom some years ago, we decided to pay a visit on opening day to see if a rejuvenated store can breathe some life back in to a brand many cynics have proclaimed to be ‘dead’ for some time…

Arriving just short of the store’s 11am opening time. we were not disappointed. Already a sizable queue, at least 50 people deep, were shuffling anxiously, much to the bewilderment of passers by. Though there was no evidence of any overnight wait times, ardent Bape fans had come from as far afield as Birmingham for the occasion.

The store itself, redesigned by retail design firm Wonderwall, retains a similar, if more minimal layout than its previous incarnation. Also sporting a brand new frontage, the store nods to its hosted country with a neon, union-jack emblazoned ape logo.

Alongside a London exclusive tee design, eager Bape fans were also treated to a rare glimpse of diminutive Bape brand founder, Nigo, who made a brief appearance dashing out of an MPV into the store, signing assorted goods for the first few customers.

Bape Store London
Upper James Street
London W1F
UK