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

Fragments 😂

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.

ill become a big name in the fashion industry too

amazing editing

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

Long live graphic design

their best collab was with the Vanquish Denim series

👑

This and supreme are literally the dumbest shiit I see kids waist money in. Not forgetting virgin Virgil or whatever the name is, my point is. Shits already expensive, now these weirdos are doing collabs making it more expensive for no reason. Literally the dumbest scam I ever seen people fall for.

In the 90’s if someone would of thought of switching the Nike swoosh it would bin there las day at their job. But look at all these freaking morons going crazy over some shiiit like this. Buying it over priced. Just stupid af. Idiots. Morons. Seriously wtf lol these “icons” ain’t shit. No style just HYPE.

くさ

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

half of these comments don't understand "HYPE"

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

Love it

Love this video

Pls do "Atom Bomb* The💣 Hundreds. 😊.

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

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

Fragment: Hey so you pay me 5% and you can stamp my logo onto your product.
Company: Ok 🤡

Blaaaaaaa

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

still don't get the hype around this guy

The added animations looks fucking epic

nice video

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

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

Y’all a bunch of nerds following nerds

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

Branding genius

Love em

Wow....wow

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

lol what..

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

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?

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.

Keep up the awesome docu vids

These videos are too good, never stop them

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

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 🤣

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

PHILIPPINES: WAITING FOR SUPREME AND LUCKY ME COLLAB💪

This was fucking amazing 🔥

That man is a genius 🤯

This was really dope.

Legend

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

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.