Fraser Cooke is one of the most influential people in the history of street culture. From his early days in London, to his current role at Nike where Fraser is based out of Tokyo. Fraser has always is one of the most observant and insightful people in the industry, its always great to catch up with him, and here his opinions on whats going on around us all. I caught up with him for our latest 5 Minutes with… interview.


Name: Fraser Cooke

Location: Tokyo

What’s 2010 going to be about for you? Trying to learn something new. Expand my horizons, get out of repetitive behavior

What are the worst trends in menswear today? The sort of Hipster dude style that I see all over and some of the Americana preppy stuff has gotten out of hand too. too much of a bandwagon. Onto the next….

Whats the best thing to come out of 2009 menswear trends? A refocus on some classic masculine basics.

What’s the must have item for any man in 2010? The sames as in any other year. Knowing what suits you and your persona. So it could be many things to many people.

What’s your favourite thing about where you live? The quality of everything. Food, Weather, service and lack of egocentric behavior

What are you reading? Something happened by Joseph Heller

What’s the next film you’ll watch? Probably Sherlock Holmes this weekend in Portland

Your favourite store in your city? I don’t have one place that can cover everything for me. There are too many good ones.

Whats the best thing to come out of Blog Culture? The ability to see what’s happening in the lives of people you have interest in instantly.

You can read Fraser Cooke’s regular blog here at slamxhype.

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