GOODENOUGH
GOODENOUGH is a Japanese streetwear label founded in 1990 by Hiroshi Fujiwara, SK8THING and Toru Iwai. It is regarded as one of the most influential brands of Tokyo's Ura-Harajuku movement.
| Founded | 1990 |
|---|---|
| Founders | Hiroshi Fujiwara, SK8THING, Toru Iwai |
| Movement | Ura-Harajuku |
| Also known as | GDEH |
| Website | gdeh.jp |
What is GOODENOUGH?
GOODENOUGH, often stylised as GDEH, is a Japanese streetwear label founded in 1990 by Hiroshi Fujiwara, the designer SK8THING (later behind Cav Empt) and select shop owner Toru Iwai. It is considered one of the most important brands of the Ura-Harajuku scene.
History
The label grew out of SK8THING approaching Fujiwara about making a T-shirt together, and the designer's identity was kept secret for years so that fans would focus on the clothes. The brand peaked with the Ura-Hara wave around 1993. In 1995 Fujiwara paused operations for about half a year and limited stockists to ten friendly stores to protect the brand's value.
Products and positioning
GOODENOUGH is built on graphic T-shirts and streetwear staples, extended through partnerships including:
- A DJ bag with Porter by Yoshida & Co.
- Projects with Supreme, Nike, fragment design and UNDEFEATED
- A Supreme collaboration in Spring 2025 with co-branded Nike Air Force 1 Lows
Why it matters
GOODENOUGH helped define the scarcity, secrecy and collaboration model that later shaped global streetwear. Its renewed appearances, such as the 2025 Supreme project, show the continuing pull of the original Ura-Harajuku labels.
Frequently asked questions
Who founded GOODENOUGH?
GOODENOUGH was founded in 1990 by Hiroshi Fujiwara, the designer SK8THING and select shop owner Toru Iwai.
Why is GOODENOUGH important?
It is regarded as one of the most influential labels of Tokyo's Ura-Harajuku streetwear movement and has collaborated with Supreme, Nike and UNDEFEATED.