Obey is a
globally recognized streetwear brand that has made its mark not only through
its distinctive clothing but also through its deep roots in art, activism, and
counterculture. The brand was founded in 2001 by the American street artist
Shepard Fairey, who had already gained fame for his "Andre the Giant Has a
Posse" sticker campaign and, later, the more recognizable "Obey
Giant" imagery.
Origins:
The Art Behind the Brand
Shepard
Fairey started his journey as an artist while studying at the Rhode Island
School of Design (RISD) in the late 1980s. In 1989, he created the now-iconic
sticker that featured the face of André the Giant, a professional wrestler,
with the text "Andre the Giant Has a Posse." The design was simple
but had an underlying message that questioned the power of propaganda,
branding, and consumer culture. What began as a small, local campaign in the
streets of Providence soon spread to other cities and became a viral phenomenon
before "going viral" was even a concept.
The
campaign evolved into the "Obey Giant" art movement, a critique of
advertising and authoritarianism. The word "Obey" was chosen as a
deliberate provocation, challenging people to question why they should follow
commands. Fairey’s work tapped into the public’s awareness of social and
political issues, all while encouraging a sense of rebellion against corporate
culture and authority. This ethos laid the foundation for what would eventually
become the Obey clothing brand.
The
Launch of Obey Clothing
In 2001,
Fairey expanded his artistic vision into the realm of fashion by launching Obey
Clothing. The clothing line was a natural extension of his art, combining bold
graphics, rebellious slogans, and cultural commentary. Fairey's art was already
being embraced by the underground punk and skateboarding scenes, so Obey
Clothing found an immediate following among skaters, graffiti artists,
musicians, and those immersed in street culture.
The brand's
aesthetic borrowed heavily from Fairey’s graphic design style, characterized by
bold black, white, and red color schemes and propagandist poster-like imagery.
Much of the apparel features Fairey's artwork, which often blends elements of
pop culture, politics, and subversion. Obey became more than just a fashion
statement; it was a way for people to express their alignment with
countercultural movements and progressive ideas.
The
Influence of Shepard Fairey's Political Activism
One of the
turning points for both Fairey and Obey was the creation of the
"Hope" poster during the 2008 U.S. presidential campaign of Barack
Obama. Fairey's poster, which featured a stylized portrait of Obama with the
word "Hope" beneath it, became one of the most iconic images of the
campaign and remains a symbol of political activism in art. This artwork
catapulted Fairey into the mainstream, drawing significant attention to both
his art and the Obey brand.
The success
of the "Hope" poster also amplified Obey’s connection to activism.
While the brand had always been rooted in dissent and challenging the status
quo, its popularity soared as more people sought to wear clothing that made a
statement about their beliefs. Obey has consistently collaborated with
charitable organizations and activist groups, often donating proceeds from
specific collections to causes like human rights, environmental justice, and
anti-authoritarian movements.
Obey in
Streetwear Culture
As streetwear evolved into a dominant force in fashion, Obey remained at the forefront, but with a slightly different approach than some of its contemporaries. Unlike many streetwear brands that lean heavily into exclusivity and limited-edition drops, Obey has remained more accessible. While there are still special collections and collaborations that generate buzz, the brand is not driven solely by scarcity, which has helped it maintain a loyal fan base over the years.
Obey’s
collaborations with other artists, brands, and musicians have also contributed
to its staying power. The brand has worked with the likes of Levi's, Keith
Haring, Misfits, and others, blending streetwear with high art and punk rock
sensibilities. These collaborations are a reflection of Fairey's broad artistic
influences and the brand's commitment to staying connected to its cultural
roots.
Legacy
and Impact
Obey has
had a profound impact on both streetwear and art. Fairey’s ability to blend
activism with art, and by extension fashion, has made the brand much more than
just a clothing label. It’s a platform for social commentary, a canvas for
political expression, and a symbol of resistance against conformity. While many
streetwear brands have come and gone, Obey has managed to stay relevant because
it has always been more than just fashion; it's about pushing boundaries and
challenging people to think critically about the world around them.
Through
Obey, Shepard Fairey has created a brand that continues to inspire people to
question authority and engage with social issues, all while remaining stylish
and connected to the streets. The brand’s unique fusion of art, fashion, and
activism ensures its legacy in the worlds of both streetwear and political art
for years to come.
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