Who Is Hiroshi Fujiwara & Fragment Design

Who Is Hiroshi Fujiwara & Fragment Design

Hiroshi Fujiwara is a designer, musician, and producer that was born in Ise, Mie, Japan in 1964. Often referred to as the godfather of streetwear, Fujiwara has been a pivotal figure in street style since he was 18 years old. He is also the founder of Fragment Design and the lifestyle brand retaW. Hiroshi Fujiwara is also one of the OG designers for Nike street-style based sneakers. He is a member of Nike HTM, which is a project to celebrate the long-term collaborations between Mark Parker, Tinker Hatfield, and Hiroshi Fujiwara. These sneakers have sent shockwaves through the sneaker community like the Jordan 1 Fragments that can cost you over $5,000 in the secondary market due to their rarity and sought-after design.

Hiroshi Fujiwara early life

Early Life

When Fujiwara turned 18-years old he moved to Tokyo, Japan, and became a staple in the Harajuku streetwear scene. He loved to travel during his youth. He visited London and New York and developed a love for Hip-Hop and Punk rock during his time abroad. Once he returned to Japan he started to learn how to DJ and developed his skill by booking gigs across Tokyo. He has been credited as one of the first people to popularize Hip-Hop in Japan. He also formed his own Hip-Hop group Tiny Panx with some friends.

During this time he was also somewhat of a journalist in the youth culture. He wrote about his visits to New York, LA, and London in the popular culture magazine Takarajima by sharing the latest trends in clothing, skateboards, and DJing. Fujiwara also teamed up with Shawn Stussy and they become close friends as Shawn sends him free boxes of Stussy gear for his friends and him to wear in Tokyo.

Hiroshi Fujiwara's First Brand “GOODENOUGH”

Hiroshi Fujiwara’s First Brand “GOODENOUGH”

In 1990 Inspired by Stussy, Fujiwara launches his first solo brand GOODENOUGH. This brand later became one of Japan’s most respected streetwear labels, especially in the 90s. GOODENOUGH’s most notable collection came the way of a collab with Supreme in the early 2000s. They released a collection of limited edition t-shirts which have become extremely rare and definitely are a popular collector’s item in the streetwear scene. Also, during this time Hiroshi Fujiwara teams up with NIGO and Jun Takahashi to help open their streetwear boutique store NOWHERE which is where legendary brands like Bape, WTAPS, and Neighborhood, and more got their start.

Nike Kobe HTM Hiroshi Fujiwara

Nike HTM

In 2002 Nike HTM was created as a line to experiment with unique colors and materials to create some of the best avant-garde Nike sneakers ever seen. The design trio of Parker, Hatfield, and Fujiwara took the classic Air Force 1 and constructed a new design in premium leather to mimic a dress shoe. Luxury and designer sneakers were virtually nonexistent at this time so Nike HTM was created to try and bridge that gap between athletics, streetwear, and fashion. The thought process behind this project was to take a classic sneaker and twist it into something unique that adds an appeal to a new audience. You can see examples of this today with the many pairs that have been launched to the public like the Nike Air Force 1 HTM, Nike Flyknit Racer HTM, and the Kobe Elite Low HTM.

Fragment Design Is Launched

In 2003 Fujiwara’s popular brand GOODENOUGH becomes Fragment Design. This brand becomes an instant classic by focusing on creating one-of-a-kind products by collaborating with some of the most well-known and biggest brands around the globe up until this day.

Fragment x Levis

Fragment x Levis

In 2006 Levi’s and Fragment Designs Fenom jeans are released to the public. These jeans are very rare and come in different washes of denim while featuring the Fragment design logo printed on the back.

Fragment Jordan 1s

The Legendary Fragment Jordan 1s

In 2014 one of the most popular sneakers of all time was released when Fragment Designs collabed with Air Jordan to create the extremely sought-after Jordan 1 featuring an OG black-toe color blocking with royal blue throughout the shoe. Released in very limited quantities this Jordan is considered one of the holy grails of footwear in the sneaker community. Reselling for thousands of dollars, it is very hard to get your hands on this classic collaboration.

Other Collaborations

    • In 2016 Fujiwara teams up with Kim Jones and Louis Vuitton for a capsule collection for FW17. This collection focused on 80s Hip-Hop culture and artists like Keith Haring and Jean-Michael Basquiat
    • In 2018 Fujiwara worked with Pokemon to release the THUNDERBOLT COLLECTION releasing plush toys, clothing, household items, and more.
    • Other popular collaborations include Moncler, MSI, Beats, Dr. Martens, Fruit of The Loom, and others.


In 2009, Fujiwara launched his lifestyle and home goods brand retaW. Now it is Fujiwara’s own fragrance label. On retaW’s website, you can purchase shampoos, body washes, perfumes, lip balms, fabric sprays, and tons more. Each comes in a unique and original scent.


Being named the Godfather of streetwear Hiroshi Fujiwara definitely has lived up to the hype since he was 18 years old. His early career pathed the way for many designers and he has been one of the reasons why sneaker culture is as popular as it is today. Also, his collaborations with countless brands have added to his legacy as a designer and influential figure in the fashion and design industry.

Connor Goodale

Connor is the owner and chief editor of Archive Avenue, a website dedicated to fashion and lifestyle. Connor has always had a passion for style and fashion. He created this website to share his unique view of the fashion world.

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