The Swoosh continues to be a pioneer in high-wattage collaboration, as it has always been. Virgil Abloh announced the Louis Vuitton Air Force 1 earlier this summer. This is the start of a new round that unites the worlds of streetwear, sneakers, and luxury fashion into one neat package. (The designer also released 50 pairs of Nike Dunks.) Another major Nike collaboration is set to debut on August 13th. This includes cultural leaders Travis Scott and streetwear, as well as two very influential but vastly different designers. Hiroshi Fujiwara possesses foresight. And it’s not just a pair of kicks; there’s also a selection of clothing.
Travis Scott Nikes have proven to be one of the most popular and in-demand collaborations right now. And Hiroshi Fujiwara’s Fragment Design label have been a major component of the Swoosh stable for decades, dating back to 2010, when the Japanese designer placed his beloved bolt logo on a Nike Tennis Classic.
Bringing the two together is a significant and logical step: Scott is a student of Kanye West’s sneaker design school, and West has long admired Fujiwara’s work. It’s a collaboration spanning generations of streetwear culture and sneaker design—as Nike puts it, “three heads are better than one.”
The three collaborated on the Air Jordan 1 Low, riffing on a familiar color scheme but adding Scott’s now-signature backward Swoosh and Fragment’s signature shade of blue. A hoodie, short-sleeve tee, and shorts complete the look with a jumbled graphic that combines a Michael Jordan photo and brand logos with a scribbly Dada-ist sensibility.
There is an unrivaled frenzy surrounding Travis Scott Nikes. Simply put, the megastar has the golden touch that transforms any project into one that will draw hordes of crazed sneakerheads. Fujiwara and Fragment Design create a quieter brand of hype, one that sells out quickly but may not elicit the same intensity as Scott. The fact that these two forces—two opposing sides of the hyped streetwear coin—have united under a single collaboration is unquestionably historic.