Clothing, Ura-HaraGuest Userjapanese, subculture, original, culture, japan, punk, urahara, hiroshi fujiwara, fragment design, good enough, streetwear history

An Ura-Hara Champion: GOODENOUGH

Clothing, Ura-HaraGuest Userjapanese, subculture, original, culture, japan, punk, urahara, hiroshi fujiwara, fragment design, good enough, streetwear history
An Ura-Hara Champion: GOODENOUGH

GOODENOUGH [often stylized GDEH] was a Japanese streetwear brand founded in 1990 by designer Hiroshi Fujiwara [fujiwarahiroshi], CAVEMPT designer SK8THING, select shop owner Toru Iwai & 水継.

While it may not be as well known as Hiroshi's current brand, fragment design, GOODENOUGH is considered to be one of the most important & influential Japanese Ura-Hara brands ever.

 
 

GOODENOUGH kicked off when SK8THING approached Hiroshi Fujiwara and said he wanted to create a T-shirt together. The designer behind GOODENOUGH was kept secret for quite a while, which gave the brand a mysterious feel to it's fans. In Hiroshi Fujiwara's interview book, "Oka no ue no Punk" [Punk On Top of the Hill], Hiroshi states that the reasoning for the anonymity of the designer was because if he revealed it was him, fans would buy anything, rather than focus on the clothing.

 
 

In 1993, the big Ura-Hara wave hit Tokyo, with brands like BAPE and UNDERCOVER and their respective designers NIGO and Jun Takahashi gaining cult status.

 
 

Their renowned store, NOWHERE opened in Ura-Hara the same year. Hiroshi Fujiwara & Jun Takahashi's joint brand, "A.F.F.A." [Anarchy Forever Forever Anarchy] was born this year as well.

 
 

With Ura-Hara taking over the Japanese fashion scene, it was no surprise that GOODENOUGH attracted a ton of popularity as well. However, in 1995, right when Ura-Hara was at it's hottest, Hiroshi made the decision to stop the brand's operation for half a year, even limiting stockists to 10 stores that his friends operated. When asked about his decision, Hiroshi answered "If we continue like this, our brand value will decrease".

 
 

After the brand made a come back, a number of iconic collaborations were born, starting off with a DJ bag made with Porter Yoshida & Co. Other names they have collaborated with include Supreme, Nike, fragment design, and UNDEFEATED, to name a few.

The brand went on until 2017, before it was announced officially over.