Fresh To Death

Being fashionable, and having style are not synonymous. I think as it pertains to fashion, there is a popular misconception. While the two are linked; they are not the same. You see, being fashionable is merely keeping up with the latest trends in fashion, you know-- coping the latest Gucci shoe, or LV Bag. However, being stylish is a totally different conversation. Style is a form of expression that is particular to your character. That said; is there a way to do both? The answer is absolutely. When done in harmony, you are, by society’s standards; a trendsetter.

One of the most influential trendsetter’s known to fashion is Japan’s Hiroshi Fujiwara. Fujiwara is considered the G.O.A.T. Unable to tie him to one title, Hiroshi can rightfully be addressed as: the minister of Harajuku culture, which was one of the catalysts to Japanese street culture. Hiroshi is the man behind iconic Japanese brands such as FrangmentDesign, Electronic Cottage, GoodEnough, and Head Porter.

Fujiwara, similar to Kanye West, was a college dropout. After doing 3 weeks at the world famous Bunka Fashion College in Tokyo, Fujiwara decided he was finished. Ironically enough, fellow Japanese fashion icons Nigo (A Bathing Ape) and Jun Takahashi (Undercover) served as his apprentices after they completed their courses at the college.

Fujiwara became a musician and was part of the new form of expression that was taking place in Japan during the 80’s. Young Japanese teens began to catch wind of Punk Rock from the UK, and Hip Hop in the U.S.; and decided to make self expression their # 1 priority. Upon hearing the new sounds, the teens began to let the music transform the way they lived—-particularly the way they dressed. At this point Fujiwara was already performing in various Japanese hot spots in Harajuku, which was and still is a melting pot for Japanese cultures. Enthralled in these new found forms of expression in Harajuku, Hiroshi decided to enter a fashion contest; in which he placed first. The reward was getting to travel to New York and London, which channeled his attention towards fashion.

Upon returning to Japan, Hiroshi became a representative for STUSSY, and helped introduce the label to the Japanese market. Once surfacing into the fashion industry, Hiroshi decided it only right to create his own brand. In 1990, Hiroshi started the Electronic Cottage brand. Electronic Cottage burst on to the scene. Fujiwara used his prominence as a DJ, to market and distribute the brand. He basically invented the “limited edition” style of marketing which kept consumers waiting, and wanting. Since Electric Cottage, Fujiwara has left smoke clouds in the Japanese fashion world; innovating, and starting a plethora of other decorative brands. Fujiwara now renowned among the fashion industry has collaborated with the Japanese fashions elite spurring brands like Supreme, and Undefeated, and keeping Japanese street wear a blistering commodity, both domestic and abroad.

He is currently a consultant for Nike, heading the “HTM” line, and is also directing the “Fenom” line for Levi’s Japan.