#FRAGMENT BRAND FREE#

GOODENOUGH used pop-culture inspired graphics to attract a loyal following and elevated the brand by pricing tees at a much higher, more designer goods price rather than the average local brand. Instead of focusing on just one culture, Fujiwara used street fashion as a platform to communicate many sub-cultures through one language, this concept can be seen and used still through many of the biggest labels today. GOODENOUGH was inspired by HiroshiвЂ™s favourite labels at the time which were StГјssy and an English BMX label called Anarchic Adjustment. Mixing his knowledge gained from the US and the UK with hisВ passion for punk, hip-hop, and style вЂ“ GOODENOUGH was active in givingВ the emerging scene some of its most famous names, such asВ former BAPEВ affiliate and Cav Empt co-founder Sk8thing and is commonly referenced as the first true streetwear brand from Japan. In 1990, following in the path of labels such asВ Hysteric Glamour, Fujiwara launched his own brand GOODENOUGH.

#FRAGMENT BRAND FREE#

Following this friendship, the StГјssy founder made sure the tribe was repped by the best in Tokyo and shipped boxes of free StГјssy product to wear and share amongst HiroshiвЂ™s friends in Tokyo.ДЄs the 80вЂ™s turned into the 90вЂ™s the local streetwear scene Hiroshi was apart of was about to explode, TokyoвЂ™s creativeВ Harajuku district would grow to become the centre of the sub-culture where many respected brands today formed thanks to the melting pot of creatives that supported each other and worked on projects before the word вЂњcollaborationвЂќ even existed in fashion.

In addition to his musical connections growing, HiroshiвЂ™s multiple trips abroad expanded his network of friends within streetwear вЂ“ notably a man by the name of Shawn Stussy which led to him becoming the international gatekeeper for the StГјssy Tribe inВ Japan. This transition into him playing DJ sets across Tokyo and introducing a whole generation to hip-hop as a genre in real time as it unfolded in the States.

Fujiwara started shipping American records back to Tokyo and became a pivotal link before the days of the internet between American hip-hop and the bubbling scene following it in Japan. Soon after this, the Japanese youngster found himself in the big apple where he was then introduced to hip-hop in New York during itвЂ™s golden years. In London Hiroshi was lucky to meet Malcolm McClaren (manager of The Sex Pistols) who told him if he liked London he should visit New York to further broaden his cultural palette. One of his early passions was punk rock which led him to travel to London and open his mind to new cultures first hand. FujiwaraвЂ™s current projects include roles as a musician, designer, curator and consultant - some might say Fujiwara set the pace for the multi-faceted creative space we see today decades ago,Д«orn and raised in the coastal city of Ise, Mie in 1964, Hiroshi moved to Tokyo at the age of eighteen and quickly immersed himself in the cityвЂ™s music and fashion scenes. Over the years it has became even more difficult to define Hiroshi in a single title or bracket due to the sheer amount of areas he has touched and influenced and should be seen for the worlds he has created rather than products he has created. From being involved in the early days of TokyoвЂ™s Harajuku scene in the late 80вЂ™s to now working on pivotal multi-brand global projects that touch all areas of contemporary style, street fashion and lifestyle goods вЂ“ he has done it all. With a storied presence dating back over 30 years in the industry, Hiroshi Fujiwara is commonly titled as the godfather of streetwear and for good reason. To coincide with the release of the Converse x Moncler GENIUS 7 x fragment design Chuck 70 Ox, we decided to take at the look at the deep history of Hiroshi Fujiwara and how fragment design perfected the art of the collaboration.

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