So thanks for doing this interview.

The show is called Business of Hype.

Okay.

So, you know, oftentimes we talk about, like, how to inspire people to, like, follow their dreams.

But this one, this show that I'm doing is more specific.

It's more about, like, business stuff.

Yeah.

Not just follow your dreams, but the reality of doing it.

So in this talk, you can be much more kind of business-minded.

Right.

All right.

So do you have your phone on Vibrate?

Yeah.

From Hype Beast Radio, I'm Jeff Staples, and this is The Business of Hype, a show about

creative entrepreneurs, brand builders, hustlers, and the realities behind the dreams they've built.

If you're a reader of Hype beast, then this man really requires no introduction.

Hiroshi Fujiwara and his company Fragment Design basically laid the foundation for street culture as we know it today.

Back in 1998, I flew to Tokyo to meet and interview Hiroshi for The Fader magazine.

I was an art director and a journalist for the magazine back then.

At that time, it was the first piece of U.S. press ever written about him.

And now today, I got him for what might be his first U.S. podcast interview.

For all those contributions to the culture, you'll find Hiroshi's incredibly humble, incredibly

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