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Since we are getting into the ‘turning Japanese’ mood, it is inevitable to talk about Japan fashion scene. Over the last decade, Japanese street fashion has undergone a big transformation. In 1990′s, the famous Harajuku’s kids took a rebel against big western fashion names like Gucci, Louis Vuitton, Chanel, Burberry, Armani and Versace. At that time, Japan mainly consisting of high-end modernist designers such as Rei Kawakubo, Issey Miyake and Yohji Yamamoto. Because of the country’s deep recession, most kids couldn’t afford high pricey western designer labels so they began to ripped, customized and converted themselves into an unique do it yourselves trend which became the signature fashion land for youth called Harajuku.
A DJ and punk rock obsessive Fujiwara during that time traveled to London and New York City was deeply inspired by the hip-hop and skate culture especially. He saw a world in which is possible to combine music, fashion and art to build an entire youth oriented lifestyle. He later hooked up with hip-hop label, Major Force and began wearing western skate brands like Stussy.
Inevitably, he started his own clothing line soon enough, “Goodenough” which immediately achieved a cult status among the Harajuku kids. Fujiwara was regard as a movement of self-expression rather than the adolescent rebellion. Not to forget, he also was the one who helped Jun Takahashi with avant-garde label Undercover and Nigo, a Bathing Ape to open a store called Nowhere.
Fast forward to today. The 46 year old Fujiwara has changed the face of Japanese street style and many have now dominates street fashion on a global level. Hiroshi Fujiwara is as relevant as today as he continues to contribute to the fashion, music and art scene both locally and globally. His website, Honeyee.com is also one of the most widely referenced street fashion hubs on the web.
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