Hiroshi Fujiwara. Courtesy
The name often called the “Godfather of Streetwear”, Hiroshi Fujiwara, has posted on his official Weibo account in China saying a Tmall store, called “fragmentdesign” is in no way affiliated with him or his Fragment Design brand.
The store, which has more than 20 thousand fans, features black hoodies with two white lightening bolts emblazoned across the front, a trademark familiar to fans who covet the limited edition collections Fujiwara releases with the likes of Nike, Moncler, Louis Vuitton and Bulgari. Though, with price points in the hundreds of yuan ($50 to $150) for products on the Tmall store, the positioning is significantly more mass market.