Active discussions

Please or to access all these features

Talk
AIBU?

Share your dilemmas and get honest opinions from other Mumsnetters.

Original poster

This 'brand logo' is despicable? (Possible TW)

88 replies

Brokeens · 22/04/2025 20:28

Apparently theyre called 'Aape' but you can clearly see that they have changed the first 'A' to have a little flick coking off it that clearly makes it look like an 'R'.

If they're both 'A's why are they different? Theyre all capitals so its not lower case.

Who would wear this shit??

This 'brand logo' is despicable? (Possible TW)
This 'brand logo' is despicable? (Possible TW)
OP posts:
ErrolTheDragon · 24/04/2025 00:29

If it was deliberate, they need to know it’s not ok.
If it wasn’t deliberate, they need to be told so they can withdraw products with this design and apologise for the mistake.

DiscoBeat · 24/04/2025 00:21

Wow. I hope that gets stopped fast. Awful.

PremiumD · 24/04/2025 00:12

GeorgianaM · 23/04/2025 12:37

How many of you writing in to complain about a legitimate brand name have written to complain about the grooming gangs?

Oh see, the great thing here is, we’re capable of doing both. Nice try though (I’m being kind.)

SoOxon · 23/04/2025 23:46

Gardenbumblebee · 23/04/2025 22:26

Brands know exactly what they are doing when they release stuff like this. Remember the Balenciaga bondage bears campaign? Controversy can be great for business.

or FCUK, even

Manxexile · 23/04/2025 23:30

WednesdaysChild25 · 23/04/2025 22:38

It look like a skinny dick

Show quote history

I never noticed that before.

Now I can't unsee it

GlomOfNit · 23/04/2025 23:20

Totally deliberate. It's disgusting to deliberately change the font like that to get attention.

WednesdaysChild25 · 23/04/2025 22:38

SoOxon · 23/04/2025 21:57

the Amazon logo is pretty obscene

Show quote history

It look like a skinny dick

Pushmepullu · 23/04/2025 22:32

This looks like something the candidates in the Apprentice would come up with.

Gardenbumblebee · 23/04/2025 22:26

Brands know exactly what they are doing when they release stuff like this. Remember the Balenciaga bondage bears campaign? Controversy can be great for business.

Timeforacuppanow · 23/04/2025 22:13

Just asked my 15-year-old son who said it read rape - and no, I didn’t put the word in his mouth, just asked him if he recognised the logo. He had heard of Bape but not Aape and either way said he wouldn’t wear something with that on it. In his words: “Whoever came up with that one is out of order”

SoOxon · 23/04/2025 21:57

TruJay · 23/04/2025 21:35

Oh I hate this, my lad bought a huge pack of stickers off Amazon to decorate his bedroom furniture and it had loads of brand logos in there, one of which was this logo, he brought it to me and was worried why that word would be in there and I had no idea either before googling and finding out it was a brand.Vile! That sticker went in the bin.

the Amazon logo is pretty obscene

NuffSaidSam · 23/04/2025 21:50

GeorgianaM · 23/04/2025 12:37

How many of you writing in to complain about a legitimate brand name have written to complain about the grooming gangs?

I don't think ASOS are stocking grooming gangs.

AliBaliBee1234 · 23/04/2025 21:47

PullTheBricksDown · 23/04/2025 21:38

it is clearly aape

Oh yeah, that well known word aape, it's definitely that

Why would a brand need to be a well known word? My days ...

AliBaliBee1234 · 23/04/2025 21:46

It's just the font they've used here, every other item clearly says AAPE. And sorry but I don't understand why a brand would self sabotage in this way.

PaintDecisions · 23/04/2025 21:45

God that shirt was £249 and it's 68% nylon FFS.

Money still can't buy taste.

PaintDecisions · 23/04/2025 21:40

GeorgianaM · 23/04/2025 12:35

Don't be so ridiculous! Are you so out of touch that you didn't bother to see it's a Tokyo 'sister' brand to A Bathing Ape?

It looks nothing like rape and it's your mind that is twisting it.

www.selfridges.com/GB/en/cat/aape/

What bullshit brand charges £65 for a crappy tshirt in this day and age? And did you even look at the pictures? Totally different from your linked pictures

LivingLaVidaBabyShower · 23/04/2025 21:39

I clicked the selfridges link and the first one I clicked on was this unfortunate number

https://www.selfridges.com/GB/en/product/aape-hip-hop-graphic-print-cotton-jersey-t-shirt_R04365507/#colour=IVORY

Which if I had to guess what it said quickly and without forensically examining the font i would guess as "Rape bums" or "Rape buns" either way it's not great.

I have heard of a bathing ape (not sister brand though tbf) and that jacket 💯 looks like it says rape.

PullTheBricksDown · 23/04/2025 21:38

it is clearly aape

Oh yeah, that well known word aape, it's definitely that

TruJay · 23/04/2025 21:35

Oh I hate this, my lad bought a huge pack of stickers off Amazon to decorate his bedroom furniture and it had loads of brand logos in there, one of which was this logo, he brought it to me and was worried why that word would be in there and I had no idea either before googling and finding out it was a brand.Vile! That sticker went in the bin.

aylis · 23/04/2025 21:33

Mylegishangingoff · 23/04/2025 21:27

On their other items it is clearly aape. It looks like it was just a bad font choice on that particular jacket not something the brand sets out to do on all of their clothes.

Show quote history

A really bad font choice. I find it hard to believe nobody noticed.

aylis · 23/04/2025 21:33

I asked 'what does this say'

Everyone: rape

KrisAkabusi · 23/04/2025 21:32

Brokeens · 23/04/2025 21:19

It does.

I've asked every member of my household from age 14 to 50, 7 people and everyone thought it said RAPE and no one had heard of the brand.

Show quote history

Did you ask "what does this word say" or "does this look spell rape"? How questions are asked is important.
And honestly, I didn't see what you see until after reading your post.

Mylegishangingoff · 23/04/2025 21:27

aylis · 23/04/2025 21:21

She's not complaining about the name, she's complaining about the logo, which absolutely does look like 'rape'.

Show quote history

On their other items it is clearly aape. It looks like it was just a bad font choice on that particular jacket not something the brand sets out to do on all of their clothes.

This 'brand logo' is despicable? (Possible TW)
aylis · 23/04/2025 21:21

GeorgianaM · 23/04/2025 12:35

Don't be so ridiculous! Are you so out of touch that you didn't bother to see it's a Tokyo 'sister' brand to A Bathing Ape?

It looks nothing like rape and it's your mind that is twisting it.

www.selfridges.com/GB/en/cat/aape/

She's not complaining about the name, she's complaining about the logo, which absolutely does look like 'rape'.

Original poster
Brokeens · 23/04/2025 21:19

GeorgianaM · 23/04/2025 12:35

Don't be so ridiculous! Are you so out of touch that you didn't bother to see it's a Tokyo 'sister' brand to A Bathing Ape?

It looks nothing like rape and it's your mind that is twisting it.

www.selfridges.com/GB/en/cat/aape/

It does.

I've asked every member of my household from age 14 to 50, 7 people and everyone thought it said RAPE and no one had heard of the brand.

OP posts:
Swipe left for the next trending thread