Fragment Design

Fragment Design is Hiroshi Fujiwara's design label, founded in 2003 and recognizable by its double lightning bolt logo. Rather than producing standalone collections, Fragment primarily operates through collaborations—applying Fujiwara's taste and the Fragment stamp to products from Nike, Jordan Brand, Louis Vuitton, Moncler, Converse, Starbucks, and countless others. The Fragment logo has become fashion's most coveted co-sign; its presence virtually guarantees sellout and premium resale values. The Fragment x Air Jordan 1 exemplifies this power: a relatively simple colorway (black/white/blue) with Fragment branding became one of the most valuable Jordan releases ever. Fragment Design represents the ultimate evolution of streetwear's collaborative model: Fujiwara brings credibility and taste, partners bring product and distribution, and the resulting items transcend both. Critics question whether Fragment's appeal is genuine design value or simply scarcity marketing, but the market consistently validates Fujiwara's Midas touch. Fragment collaborations function as cultural markers—owning Fragment pieces signals insider status and taste alignment with streetwear's godfather.