Loro Piana x Hiroshi Fujiwara Collaboration Interview, Price, and Where to Buy

Have we reached peak collaboration? Not yet. But in a world where KFC x Crocs is an actual collab that sold out in half an hour, you can be sure we’ve hit a fever pitch.

So how do you keep the art of collaboration fresh when it’s become so commonplace? If anyone’s able to unpack that question, it’s Hiroshi Fujiwara, the man behind Fragment Design, which has worked with Moncler, Levi’s, and Supreme and helped create some of the coolest Air Jordan 1’s of all time.

Now, for the first time, Fujiwara is embarking on a collaborative endeavor under his own name with luxury Italian label Loro Piana. It’s all a little eyebrow raising: a brand renowned for the preciousness of its clothes joining forces with a guy who delights in smashing things up.

“I thought it would be interesting to break through the existing brand image and see how far they would go to challenge it,” Fujiwara explains. That meant injecting his own street-savvy perspective into fishtail-parka-inspired overcoats, distressed sweaters, hoodies, and even a tee with a new riff on the Loro Piana logo, something Fujiwara was “pleasantly surprised” the label was open to.

Speaking of logos, some collaborators are all too happy to slap a co-branded one on stock offerings and call it a day. But this 30-piece, genderless collection feels like a Loro Piana that’s been shifted at the molecular level. It bears the DNA of both entities that helped create it in relatively equal measure. Fujiwara calls the process of getting there a “friendly rivalry,” a way for the two brands to duke it out en route to “something unique and exceptional.” We call it a damn-fine collaboration, one of the rare good ones. Semantics.