Around 2003, Bape shoes began hots sale and do not have deep discount, because Nigo made friends with Pharell Williams from the Neptunes, and this connection made the Bape brand (especially the Bapestar sneakers and colorful camo hoodies) must-haves for hip-hop royalty in the U.S. Bape sale subsequently became a hit item in the United States - a market Nigo had willfully ignored in the 90s because he had believed selling to Americans was too "mass market." By the early Aughts, however, his values had changed from emphasizing brand cachet-over-all to wanting the bling-bling cash-out in the short-term. He could have engaged the American hip hop market while staying true to the limited-edition concept, so discount Bape shoes is so difficult to find, but once Nigo crossed the Rubicon, he never really even half-heartedly withheld supply to demanding parties besides constructing barriers with the high product prices.

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