3. They say that the outward appearance dose not really matter, but who are we kidding
with that load of baloney? People care about the outward appearance even more than
inner beauty in most cases. What if there was a way to look totally fabulous on the
outside and voice out your opinions and ideals simply by the clothes that you wore? And
what about all those young people out there? Don’t you want to wear some threads
which will help you stand out from the rest?
‘Obey’ Clothing. It was founded on the art, design and ideals of Shepard Fairey, an
American street artist, graphic designer activist and illustrator who emerged from the
skateboarding scene in 2001. ‘Obey Clothing’ has now become a symbol and a mark for
all the other street clothing designers to live up to. It is the perfect concoction of classic
military design, work wear basics, as well as the elements and cultural movements that
the founder, Shepard has established his creative art career on. This clothing line is
more than just trendy clothes. To Shepard, it was a way to canvas and spread his talent
which was his art work and also, to put forth a message to the people. His designs which
have become famous through “Obey Clothing” speak volumes about his mindset, ideals
and philosophy.
The OBEY campaign is rooted in the Do It Yourself counterculture of punk rock and
skateboarding, but it has also taken cues from popular culture, worldwide marketing and
political messaging. It is a beacon for self-empowerment and a clothing line where Fairey
steeps in his ideology and iconography. It engages a use of the reverse psychology
through which the consumers are goaded with the idea of “OBEY”, to take heed of the
propagandists out to bend the world to their agendas. It is a wonderful play of words to
name such a strong cause such a name because it demands the new generation to stand
up for themselves, to go out there and make things happen for themselves.
The Obey Clothing line has few other members in its family. ‘Studio Number One’ was
started to help the marketing side of things; through innovative design strategies,
unique style of thought and grass root marketing to the world of advertising. ‘Obey
Giant’ was another initiative started by Fairey to help exhibit his art work and make a
statement to the world. ‘Subliminal Projects’ is a multifunctional gallery space promoting
diverse forms of art while providing a forum for contemporary dialogue.
It is a solid propaganda where pursuing free thought is encouraged and celebrated. The
poster, with an image of andre the giant and the words “OBEY” written in large red print
underneath became extremely popular and eventually was put onto clothing. Obey is
about living life to its fullest, to getting the full experience and savouring each and every
variety out there. It is about understanding the surroundings, questioning it and making
the most of everything.