He is known as a godfather of Ura-Harajuku fashion and is a globally influential streetwear designer, including being the pioneer for Nike’s “HTM” line, and the “Fenom” line for Levi’s. He launched his first brand, Good Enough, in the late 1980s.
Good Enough eventually gave way to a new project: Fragment Design, the brand which Fujiwara dedicates most of his time as a creative to in today’s time.
In 2003, he appeared in the film Lost in Translation. As a musician, he has collaborated with many artists, among them are his friends Kahimi Karie, Janis Ian, Ua, and Eric Clapton.
In 2003 he designed a guitar for Clapton which was custom made by Martin Guitars for some performances in Japan. After an initial run of eight, Martin built a total of 476 of these ornate black guitars. Another Fujiwara-Clapton guitar followed in 2006.
He has collaborated with the likes of Louis Vuitton, Nike, Burton, Moncler, Levi’s, Stussy, BVLGARI, Supreme, Starbucks, Converse, Apple, TAG Heuer Carrera and Pokémon.