Who founded Fragment Design, the Japanese streetwear and design label?

Hiroshi Fujiwara founded Fragment Design, the Japanese streetwear and design label. Fujiwara is a musician, producer, designer, and influential figure in the development of Japanese street culture.

Fragment Design is known for its minimal lightning-bolt motif and for collaborations with companies such as Nike, Jordan Brand, and Pokémon. Its releases often use restrained branding rather than dense graphics.

Fujiwara’s importance extends beyond one clothing label. His work helped connect music, skateboarding, fashion, and product design in Japan and internationally. He is frequently described as a key figure in Harajuku street culture.

Fragment Design is not the same as Undercover, which was founded by Jun Takahashi, or WTAPS, which was founded by Tetsuya Nishiyama. Those labels have separate histories and visual identities.