Fujiwara never wanted to create a mass market brand or run a large company, often to the chagrin of his business partners. In 1995, at the very height of Goodenough’s popularity, Fujiwara made the capricious decision that the brand would take a six-month hiatus. He also decided to cut the number of retailers from forty to ten. Nigo and Jonio took inspiration from this move, pulling their brands from stores in other cities and limiting point of sales to their own managed shops. Although this retail method seems counterintuitive for a hit brand, it was a necessary move to maintain an exclusive
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