Hiroshi Fujiwara’s long-retired imprint is making a statement of its return.
Fujiwara’s impact and influence on fashion are often understated. This week, though, Supreme is celebrating the imprint Fujiwara ceased in the 1990s with an extensive collaborative capsule, headlined by an Air Force 1 Low collaboration.
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In 1990, Fujiwara took inspiration from the graphic tee phenomena that surrounded American fashion as he began to develop the idea that would turn into GOODENOUGH. Fujiwara took his love for Hip Hop, Punk, BMX, and more to develop the brand identity for GOODENOUGH. The imprint would also go on to become an incubator for both Jun Takahashi and NIGO, who would eventually spread their wings to develop their own impactful fashion labels near the turn of the century.
The cross-cultural exchange of GOODENOUGH allowed it to flourish in Japan in the 1990s. A fashion scene hungry to sink it’s teeth into streetwear welcomed Fujiwara’s efforts. GOODENOUGH offered a foundational approach to streetwear, a model still followed to this day by streetwear brands globally. This meant fans wanting to get a piece from the brand had options, wether it be something as essential as a t-shirt, sweatshirts, pants or jackets.
By the late 1990’s Fijuwara made the decision to cease the operations of GOODENOUGH citing a desire to work independently as a solo operator. Leaving the imprint behind at a time where streetwear was exploding globally was a huge risk. Ultimately, though, that risk allowed Fujiwara a plethora of opportunity, opportunities that he would take head on.
Now, in 2025, Supreme and Fujiwara are teaming up to bring GOODENOUGH back to life for an extensive collaborative capsule. The collection will offer some trendy prints, and it will introduce a new audience of fashion enthusiast to a major stepping stone in streetwear history.
The collection is steep, featuring MA-1 Bomber Jackets, a Patchwork Madras Jacket, a branded Sweater, atchwork Madras Shirt, Crushed Rayon Pile Shirt, branded Thermals, branded Hoodies, Patchwork Madras Pants, Military pants, 6-pannel hats, and, of course, t-shirts. One t-shirt specifically is a reference to one of the brand’s early hits- their “End Racism” shirt that fetches for north of 200 dollars on the secondary market. Supreme fans can now own a piece of streetwear history, updated with a hit of Supreme, of course.
The GOODENOUGH t-shirt used as a reference by Supreme in the SS25 collaborative capsule via GRAILED
Headlining the collaboration, though, is a collaborative Nike Air Force 1 Low. No stranger to the seasonal AF1 Low release, Supreme is offering their latest collaborative pair to Fujiwara. In return, GOODENOUGH has delivered a memorable Air Force 1 Low. The sneaker features a full-grain leather upper familiar to the AF1, but is juxtaposed with a pony hair-cheetah print swoosh and a transluscent outsole. The familiar debossed Supreme logo on the side is met with a complimentary GOODENOUGH debossed logo on the left sneaker, while co-branding can be found on the tongue of the sneaker.
The AF1 perfectly ties the collection together. It’s simple enough for daily wear, but it’s flashy swoosh is eye-popping. The ubiquitous cheetah print can be found in lookbooks everywhere this Spring and Summer, but it’s inclusion here feels perfect. In a sense, it is a time capsule that captures the essence of GOODENOUGH. Though it is often forgotten in the trend cycle, it’s impact is undeniable. As is the impact of Hiroshi Fujiwara.
The Supreme and GOODENOUGH collaborative capsule releases tomorrow, June 5th at 11 AM EST via Supreme. Premium SoleSavy members can find tips and release details for this release, and other Supreme releases, exclusively via our Discord community. Learn how you can join the community today by visiting our join page.
Official images courtesy of Supreme
