Originally from Ise, a small coastal city in Japan, Hiroshi Fujiwara has worked as a musician, producer, designer, and is widely credited for being a ‘godfather of streetwear’ – having founded label Goodenough in 1990 and helped bring names like Stüssy to Japan.
After first pairing his current label Fragment with Italian brand Moncler as part of its Genius project last year, Fujiwara back with another collection. Fusing his love for technology and military aesthetics, their latest collaboration is inspired by vintage military clothing.
Speaking ahead of its launch, the designer said he is drawn to Moncler because “they have the best technology for winter clothes.” Initially coming up with the idea while having a cup of tea with Remo Ruffini, Moncler’s CEO, he explains they had common ground: “We talked about what we liked; mountains and snow that kind of thing.”
Entitled 7 Moncler Fragment Hiroshi Fujiwara, the collection features signature Moncler pieces, with the likes of puffa and bomber jackets, fleeces, and sweatshirts. This time, however, the clothes have been reimagined to embrace Fujiwara’s creative flare. Embossed with bold lettering and slogans, Fujiwara made clothes which relate to him. “I design for myself,” he says.
Along with the collection, there is also an accompanying video. Directed by Genki It, Fujiwara wanted to create a mysterious door which you can “go in and you can go to other places. You can go to the past, you can go to the future.”
The collection is part of the Moncler Genius World Tour and is available now online.