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Moncler, Hiroshi Fujiwara and Converse: a collaboration that rediscovers the street cult

Moncler, Hiroshi Fujiwara and Converse: a collaboration that rediscovers the street cult
Moncler, Hiroshi Fujiwara and Converse: a collaboration that rediscovers the street cult

Moncler,hiroshi fujiwara and converse:
a collaboration that rediscovers two cult streets

Chuck 70

Chuck 70

Jack Purcell


“Respecting the differences between brands is key to creating a successful collab. From here we can start exploring new worlds.”

For his latest encounter with Moncler, Hiroshi Fujiwara did just that, give shape to a layered collaboration that starts from an icon of global street culture, giving it a new vision through Moncler's taste and his own. A collaboration within a collaboration, three apparently distant worlds that come together to interpret a fashion staple.


Between the end of the 70s and the beginning of the 80s, New York and Tokyo and their respective street cultures looked distant and opposite: Hiroshi Fujiwara became a translator and interpreter between two creative islands that are actually very similar. It was 1987 when the young creative made a direct connection between NYC and Tokyo from the pages of Last Orgy, a column he came up with and curated on an independent street culture magazine, in which Fujiwara wrote about music, hip-hop, photography, skate culture, sneakers, and unknown American brands, all that was and is street culture. The icons of that aesthetic culture were two Converse models, the Chuck 70 and the Jack Purcell, two silhouettes that had quickly left the basketball courts to become global symbols of global fashion, embodying the first winning hybrid between sport and fashion. This meeting is further sublimated in the collection that connects Converse, Fujiwara and Moncler, which with the Moncler Genius project has given a new definition of collaboration, creating fruitful and unexpected connections between designers and creatives, becoming the translator and interpreter of a new way of creating and producing fashion.


The Japanese fashion that Hiroshi helped to expand had a real obsession with everything that belonged to American aesthetics, especially Converse. Also thanks to Fujiwara, Tokyo began to welcome the inspirations and suggestions that came from abroad with increasing frequency, turning these suggestions into new brands, ideas and realities, which made Fujiwara a master, a beacon to be followed for all future generations.

All the elements, influences, suggestions that have characterized and fueled Fujiwara's work now reach their maximum expression in a collaboration in which three worlds converge. Within the 7 MONCLER FRGMT HIROSHI FUJIWARA + CONVERSE collection Fujiwara reinterprets two iconic Converse silhouettes through Moncler's aesthetic codes, once again embodying the blending of different worlds. While maintaining the authentic and timeless design of the Chuck 70 model, the silhouette is enriched with an oversized graphic branding on the sole, and is available in two colors, black and indigo. The Jack Purcell model is created in Fujiwara's favorite shade, black, applied to a minimal sneaker in which contrasting stitching and the FRGMT logo stand out.


The latest collaboration by Fujiwara, Converse and Moncler also represents the celebration and the maximum unhinging of a system in which subcultures no longer exist, but in which everything has become global and local at the same time. And it’s a full circle moment that the collection comes out on the eve of an event that will turn the spotlight on Tokyo and its aesthetic once again. Fujiwara reminds us how much the city is an unparalleled cradle of subcultures with an eternal charm, always ready to welcome new creative trends.

The fashion industry has always loved to find high-sounding and evocative definitions for its most influential personalities, in an attempt to find an appropriate linguistic equivalent to describe their businesses. The title of 'godfather' might seem an understatement, but it is instead the perfect definition to summarize in one word the work and influence of Hiroshi Fujiwara, a figure that blessed - to continue with the religious metaphors - an entire subculture, which over time has become mainstream and global, and which today finds a new language within the Moncler Genius project.


creative direction nss factory
editorial coordination Filippo D'Asaro
artwork Caterina Novaro
words Cecilia Caruso
production nss factory