As part of their ongoing Spring Summer 2025 season, Supreme have revealed a new collection with "streetwear godfather" Hiroshi Fujiwara's GOODENOUGH, set to release this week.
Originally established in 1990 by Fujiwara - also known as the mastermind behind fragment design - the culture clashing influence of GOODENOUGH played a significant role in the evolution of Japanese street fashion and streetwear today as we know it.
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Having immersed himself in the emerging hip hop scene, Fujiwara returned to Japan brimming with new ideas, inspired by his travels and people he had met in London, New York, Los Angeles and beyond.
From this melting pot of influences spawned GOODENOUGH, a fashion brand in the vein of fellow emerging brands of the era including Stüssy.
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The brand offered high quality everyday wear including jackets, t-shirts, pants and sweatshirts which incorporated elements of the punk, hip hop, skateboarding and Western fashion cultures Fujiwara had encountered.
The releases proved influential not just in their aesthetic but helped shaped the contemporary streetwear business model; compelling and recognisable visuals on wearable basic pieces, sold in limited quantities at a price point comparable to more "luxury" branded items.
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This template influenced further major names in the Japanese fashion scene, notably UNDERCOVER's Jun Takahashi and Nigo, who went on to found A Bathing Ape and go on to larger success in the fashion world following guidance and mentorship from Fujiwara early in their respective careers.
As the Japanese street fashion scene continued to boom and grow, Fujiwara made the choice to pause GOODENOUGH and focus instead on design work in different avenues. He would later found the fragment design studio and dabble in numerous creative pursuits including music and beyond.
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The Supreme x GOODENOUGH collection consists of an MA-1 Jacket, Patchwork Jacket, Sweater, Patchwork Shirt, Crushed Rayon Shirt, Thermal, S/S Top, Hooded Sweatshirt, Patchwork Pant, Military Pant, Short, two T-Shirts, 6-Panel, Camp Cap and Crusher hat.
The collection also features an exclusive Nike Air Force 1 Low. Taking design cues from the collection, the leather shoe keeps the silhouette of the classic AF1 but adds distinct touches including a leopard print ponyhair Swoosh and embroidered logos plus co-branded soles and laces.
The full Supreme x GOODENOUGH collection will release alongside this week's drop via Supreme from Thursday 5th June in the US and Saturday 7th June in Asia.
