A Glimpse Into Hiroshi Fujiwara’s Vision | Brief Review of the Japanese Artist’s Most Iconic Designs

From Harajuku to Portland, Hiroshi Fujiwara has always been the centralizing figure in all the projects he has taken part in. His beginnings as a DJ, his discovery of American punk and hip-hop culture, and his brotherly collaborations with the greatest artists in Tokyo’s Ura-Hara helped shape Hiroshi’s vision.

GOODENOUGH, Electric Cottage, NOWHERE, Fragment and a host of other ideas were born in this landscape. It has always been Fujiwara’s main goal to succeed in all of them and bring his brands to the most exclusive side of the market. Among the projects, collaborations with Mark Parker, Tinker Hatfield and Nike have surely been one huge milestone for the streetwear sphere during the early two-thousands.

For fashionistas, Hiroshi Fujiwara’s entire product line has peaked while standing in its own unique category. It perfectly crystallized between modern lifestyle culture and historical streetwear archive, thanks mainly to the opportunity to reimagine Jordan and Nike classics.

According to the Japanese designer, an unexpected twist – albeit minimal – is exactly what draws the customers’ attention and allows them to perceive the renewed value of the object. Major aesthetic changes or flamboyant color schemes are not necessary anymore. The limited production and secrecy of releases is the drive for fanatics to get a pair.

By changing the fabrics of a Nike Match Classic upper you can create a runway-ready model. Just as adding a small logo on the backheel of an Air Jordan makes it an instant icon.

Some of Hiroshi Fujiwara‘s past creations are now available for purchase from our Archive. You can find them at this link.

SOTA Editorial
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