"Back in the day creating something new meant resisting what was already established, that gave you the energy and angst to make something original. These days people like almost everything and don’t hate anything. Therefore they don’t have the energy to be anti-anything, or to stand up and make something new".

With over three decades in the game, and with work spanning music, film and fashion, Hiroshi Fujiwara’s influence and interests reach across the globe and into the countless subculture's that persist from high fashion to streetwear. Fujiwara is no stranger to collaboration and creative connections. Under the banner of numerous brands, boutiques, and personalities, he’s produced projects that stretch the definition of any genre, as he does with Nike, where he collaborates on footwear as part of the NikeLab x fragment series of sneakers, and of course as a pioneering member of Nike’s HTM imprint alongside Mark Parker and Tinker Hatfield. Hear the soft spoken superstar opens up on his philosophies around design and collaboration.