From Travis Scott to Louis Vuitton, the Brand Reinventing Collaborations | Behind The HYPE: fragment

[@paulchen7628]

This man somehow sold a logo to different companies to slap on their products and he gets a percentage...now that’s real branding right there

[@skylerdaniel3287]

bruh this dudes voice is just angelic

[@hathaway.1166]

Dudes voice is so hypebeast that my yellowed AF1 sole turned white

[@prodbyskeptics6206]

thats jeff staple talking, am i right?

[@Keatoil]

@@hathaway.1166 From cum

[@nativeandtribe]

YO this video alone deserves an award , honestly. the editing content and overall concept was off the charts..... insane

[@MSalvadorStudios]

this is the videos we need

[@C6Xiao]

The added animations looks fucking epic

[@GET0V3RHERE]

This was really dope.

[@connorpetersen8325]

Love this series sm

[@robertobarasa4095]

These videos are too good, never stop them

[@AONTrappy]

A lot of the Fragment collabs these days are absolute ass. I can't tell from the outside looking in for the design process but god damn a lot of the final products literally only have a logo with seemingly no input from Fujiwara.

[@samueldasilva3441]

Not a mistake, is literally the hype behind the products, people don't think about creation, is only "fuck that shit, put my logo on it and the same color, consumers will consume anyways", I'm sick wit the industry in this days

[@NVCTS-]

@@samueldasilva3441 people don't buy things for the idea behind them what it represents or just that they like the product its all about the status symbol.

[@samueldasilva3441]

@@NVCTS- exactly buddy, i miss my old culture. Today is like "how much i can resell that", so sick

[@yasharora4741]

Nowadays people know the price of everything but value of nothing

[@Sneakahead555]

This was fucking amazing 🔥

[@treng9349]

this brand is just straight up doo doo. these quasi luxury goods have been flooding current pop culture

[@phoneroma]

I respect HF but these thirsty nukkas want to sell out the culture, none of them getting money from top to bottom.

[@eddiefok604]

Keep up the awesome docu vids

[@Devananta-Rafiq]

Hiroshi is the embodiment of OG. And for those who don't get it, Fragment is more like a design studio for "editing" much of what Hiroshi's liking. He likes to wear Jordan so he adds something to it as he please. He likes to wear Moncler, Beats, Maserati, LV, so he chooses to accept collaborating with them. I think because Hiroshi is just want to make something of his liking, his design is so singular or even called basic/lazy. It's understandable because he knows what he likes and it's enough for him. This idea of putting the fragments of his taste on to many goods is so captivating for me.

[@roxasthekeyblademaster]

Finally someone who understand. For me, I bought fragment because of Hiroshi Himself, and his music that I listen to. he's like a street wear history itself (I'm to lazy to write the overall history in here lol). What he do in Japanese street wear culture is amazing. Indeed he's an OG. He's one of the OG who make hip hop popular in Japan, and one of the first DJ in there.

[@austint19]

Man I’ve been out of the game for a while... legit never heard of fragment or have seen this logo

[@Sven_Knele_Knezevic]

Welcome to streetwear lad!

[@jozenartes6890]

1st time I heard about fragment, was when they had a collab with travis and kaws.

[@jeffforrester]

Dang bro you legit is not in this culture for sure

[@Sykes666_]

Fujiwara name so big in Japan he is like streetwear pioneer there. Maybe you only ride the wave that's why never heard of it.

[@timbyrd291]

He’s a simple genius..... meaning that you don’t need much to get shit poppin

[@theophilusminimah4442]

amazing editing

[@adirtypunk]

HES A GENIUS

[@Bobo_was_born]

how? by putting 2 thunder bolts on different items ? lol ..

[@davideli5689]

half of these comments don't understand "HYPE"

[@pawamusic1301]

Love this video

[@SB-kw6oo]

So...a black Supreme

[@charliesav4902]

their best collab was with the Vanquish Denim series

[@rawsanity27]

Only thing I own at the moment is the Fragment Dunks. I love their stuff & want more though.

[@babida9113]

Love em

[@mikeevanbarcia1355]

Any info about the video showed where Fujiwara is with Nigel Sylvester? Thanks!

[@phoneroma]

kzbin.info/www/bejne/Y3eoep2FlreJsLc

[@mattriarchal]

Fragment isn’t just selling a logo. They’re selling the act of collaborating, which is sounds ridiculous at first but mans just so happen to catch the hypebeast wave

[@thenjk9781]

Love it

[@eko871]

Legend

[@royalbillionsmusic]

👑

[@Abuyahya98]

What is the name of that all strap af1s ?? Trying to find it

[@adolfsniffler1791]

I love the content

[@Lil-morri]

Wow....wow

[@hugo.canosa]

Slaps lighting logo on something Everyone: OMG OMG OMG SO HYPE

[@hugo.canosa]

Not saying fragment only does that of course

[@YMoney-wz5on]

Your not wrong tho

[@rishi6355]

Pls do "Atom Bomb* The💣 Hundreds. 😊.

[@Fred-ik9jz]

fragment is brand unlike any other

[@mikelitoris2516]

"Brand" 🤣🤣🤣

[@Fred-ik9jz]

@@mikelitoris2516 Ayo what u mean

[@EddyGraphic]

Cough cough "Supreme" cough cough

[@retromedia5947]

Branding genius

[@mikelitoris2516]

Congrats Fragment for producing nothing worth it. Just putting a stamp on? C'mon...

[@JiggaOfficial]

Better give dapper Dan or someone else from New York they props

[@HeIsTheBluesCat]

How did the "x" in collaboration got so popular I'm the 2020z but not so frequently in the previous decade (2010s) or before. It's kind of a mystery to me.

[@robingrunsberg9572]

You mean KAWS?

[@HeIsTheBluesCat]

@@robingrunsberg9572 I don't know about KAWS.

[@theophilusminimah4442]

ill become a big name in the fashion industry too

[@samson4483]

i thought "fragment" was just a name, not a brand

[@prodbyskeptics6206]

this is the purpose of this video

[@BertramRohr]

yeah its a cool colab brand? but like i just bought nike dunks. beijing fragments and it is prolly the worst quality shoe I have ever bought for that much I was really disappointed tbh

[@dancingbomb4508]

Long live graphic design

[@omgitsmario7]

What creates the hype is exclusivity. Guarantee if the lightning bolt was on a regular shirt accesible for everyone the demand will decrease

[@conthought8256]

PHILIPPINES: WAITING FOR SUPREME AND LUCKY ME COLLAB💪

[@yubhech5006]

Add Pancit Canton stamp on the noodles.

[@NVCTS-]

People don't buy things for the significance the idea behind it or that they like it its all for the hype the status it gives you how rich it makes you look a status symbol. The term hypebeast isn't what it used to be now its just People who want fame hype respect confidence and how do they get it do they get it by wearing the newest most popular apparel. I'm not even sure the word hypebeast ever meant what people said it did. Did anyone ever appreciate the history or design of products?

[@RickyDyq]

reinvent what, just stamp a logo and that's called reinvention? hilarious

[@stormshadow2012]

That man is a genius 🤯

[@VADACHE]

Blaaaaaaa

[@taylorshockley2210]

If fragment can disappear that’d be great I like there logo but there soooooooo lazy nothing they do is unique they basically Laughing at everyone who falls for there basic shit

[@ontemp]

fragment is copying supreme's business model except without creating their own products. that's smart bc it allows other companies to handle logistics and cs. but in a way its bad bc the companies he collabs with take a higher percentage. in a way, it works out bc he gets his name gets out there more and companies make more money. fragment doesn't have complete ownership of any design or product. it owns fragments of each brand. now we know why his company is called fragment.

[@LuisTrey]

Fragment Jordan 1 is the only thing worth it from the brand.

[@prodbyskeptics6206]

bro you missing out on the levi's x fragment pieces

[@ss-g7301]

0:50someone has this beat ??????????????

[@nonbezix4455]

🃏

[@maxpendergast2158]

I'm the highest in the room

[@Techandhype]

Fragments 😂

[@najeefilms]

I really don't see what the hype is with Travis Scott

[@edtintico2658]

IKR !!!! Like hes just another mumble rapper🤷‍♂️🤷‍♂️🤷‍♂️

[@balazs7235]

Can we please stop puking out collaborations upon collaborations? Especially lazy ones?? I love a nice collab just like the other guy, slapping a logo onto something and calling it the next IT item isn’t that. The first Fragment Jordan 1s are literally that, with a new but basic colorway. The original City Pack Dunks were cool, because they were mismatched. The new pair is a lazy retro of that to appease to the current Dunk hype where they didn’t even bother to keep the main design element. If this is what fashion and collaborations are becoming I don’t want any of it. And it seems like nobody does. Consumers will know when they are being played and when the item has had thought put into it. The resell price speaks of that. Fatigue and inevitable expiration is what will be the end of it. When it’s not cool anymore and people start to realize that.

[@Juan-nz1gu]

Idk what ur talking abt the resell price Travis Scott Fragment Jordans are like $3k

[@kungligt]

@@Juan-nz1gu cus no real person got em. Only bots

[@balazs7235]

@@Juan-nz1gu It’s not about the price. It’s a Travis Scott pair, of course they will be selling for thousands. His shoes are a bad example. Otherwise, if you look at the rest of the collaborations, you can clearly see that the others are really watered down and don’t have that *wow* effect like they used to.

[@brianpak]

Best designer ever

[@EddyGraphic]

Fragment is basically the same BS as Supreme, I don’t understand the hype, all they do is stamp their logo on everything, and people have the audacity of criticizing Virgil Abloh when he’s out there creating original products for LV, Off-White and Nike 🤣

[@bobbylit2054]

completely different lol

[@ピザこそチーズそのもの]

くさ

[@Dickens69420]

This whole hype got this shoes over priced asf but hey least the chinese kids can make it for less

[@brandonpuckett4224]

lol what..

[@JiggaOfficial]

God father of Street wear ?

[@jeffforrester]

It just sad you don’t know him

[@mikelitoris2516]

@@jeffforrester it just sad it's called design putting a stamp on stuff with a damn logo and nothing else. This is no design process

[@JiggaOfficial]

@@mikelitoris2516 fact

[@JiggaOfficial]

@@jeffforrester it’s called street wear , please look at where he was looking for inspiration in the 80s …New York…hip hop…Black people style on the street

[@johnnyc.3261]

Y’all a bunch of nerds following nerds

[@error404blah]

So Fragment is just a logo put on shit? That is peak stupid... smh

[@Stojce_]

I have the fragment dunks and enjoy them a lot, but it's because they are dunks, the fragment thing doesn't do anything tbh

[@petrosbabinn1695]

@@Stojce_ You sound like someone who got ripped the fk off 😂

[@Stojce_]

@@petrosbabinn1695 nah, got em close to retail

[@selfconcept9803]

still don't get the hype around this guy