Who He Is: Designer; Founder, Fragment Design
Getting caught up in the day-to-day hustle of copping limited-edition streetwear makes it easy to forget how the culture of limited-edition runs all started. While many think of the cult-craze as something that began with James Jebbia and Supreme, truth is that Hiroshi Fujiwara did it first. In 1993 he opened a store called Nowhere (with the help of some kid named Nigo), a place which helped establish Japanese streetwear culture.
Fujiwara's role in the Tokyo chapter of the International Stüssy Tribe is what inspired him to create his first brand, GOODENOUGH in the late '80s. Today, Fujiwara uses his elite reputation to put out top quality merchandise, from apparel to phone cases, under the Fragment Design label, while collaborating with fellow legends Tinker Hatfield and Mark Parker on Nike's HTM series. Though his reputation is what carries him, his consistency of quality outputs combined with his lasting impact on streetwear are what make him an icon.