By Aimee Wheeler
Last month, the iconic streetwear brand A Bathing Ape® (BAPE) held an archive pop-up in East London, but was it worth the hype? Held in Shoreditch, the event promised a range of limited t-shirts, accessories, and more.
The buzz around it was intense, with social media feeds flooding with posts from eager streetwear fans showing off their latest pickups. Intrigued by the long line, we decided to join the queue. The crowd was a mix of young teens and adults, most decked out in designer clothing, setting the tone for the kind of exclusive crowd this pop-up was catering to.
We arrived late afternoon, just in time as they stopped letting people join the line at 5 pm, even though the event lasted until 7 pm! This felt very exclusive and solidifies how BAPE has a cult-like following. But the feeling of excitement started to fade when we realised we’d be standing in the cold for over an hour. It was one of those bitterly cold London evenings where the chill seeps through every layer of clothing. Even with my thickest jeans and gilet on, the cold still got me. Despite our best efforts to distract ourselves with conversation, cigarettes and jumping jacks, the wait felt never-ending.
A guy was walking away from the crowd, clearly over it and empty-handed, and muttered under his breath, “It’s not worth it,” a warning we probably should have taken more seriously. But after waiting for another hour, we figured we might as well see it through. Finally, the line moved, and we were steps away from the golden gates, but to my surprise, the security at the door was surprisingly rude. I turned away for a second, and he started complaining that I wasn’t paying attention, waving and snapping his fingers at me like I was a child. It felt like we were trying to get into a high-end club rather than a pop-up shop.
Once we got inside, the reality didn’t quite match the hype. The space was packed, with people pushing past you to grab the overpriced ugly tops and running up and down to secure the last hoodie. The energy was intense, with people elbowing their way through racks and shelves, desperate to get their hands on whatever limited pieces were left. It was obvious that the original setup was sleek, with minimalist displays, but the number of people there meant that clothes were being chucked on tables and floors. And just to top it off, the stock was underwhelming.
Yes, there were some limited-edition pieces and cool designs, a couple of graphic tees, camo hoodies, and some accessories like branded towels; it didn’t change that the prices were eye-watering. A basic graphic tee was going for £80, and a zip-up hoodie was priced at over £150. Considering this was supposed to be an archive pop-up, you’d expect some markdowns or at least a few deals, but nope. It felt like they were capitalising on the hype rather than rewarding the fans who had stood in the cold for hours. There was no sense of discovery, no hidden gem moment. Just inflated prices and a chaotic shopping experience.
And honestly, by the time we left, we were drained. We’d been on our feet all day, frozen from the wait, and slightly annoyed that we’d wasted so much time for so little reward. It’s not that the event was a total flop; if you’re a die-hard BAPE fan with money to burn, you might have found it exciting, but for the average shopper, it just didn’t deliver. The prices were steep, and the atmosphere was chaotic. I love BAPE, but if you’re hoping for a good deal or a relaxed shopping experience, you’re better off staying home and browsing online. At least that way, you don’t have to stand in the cold for hours. Sometimes, the hype just isn’t worth it.