Obey Logo

The Rhode Island School of Design student Shepard Fairey’s 1989 sticker campaign, “Andre the Giant Has a Posse,” marked the beginning of the Obey brand. Though this campaign was once intended to be a joke and phenomenological experiment, it soon gained international attention and became a cultural phenomenon.

In 1990, Fairey simplified the sticker design, adding the phrase “OBEY” beneath a more stylized picture of Andre the Giant’s face. The graffiti art movement and the brand have adopted this image as their famous logo.

Fairey kept refining his style during the 1990s, producing prints, posters, and street artworks that frequently referenced pop culture and political humor. The art world and underground culture began to take an increased interest in his works.

Fairey formally established the apparel company Obey Clothing in 2001. At first, the product line included T-shirts with his artwork on them. The brand immediately became well-known among fans of street art, skateboarding, and young culture in general.

The label debuted a complete apparel line in 2003 featuring T-shirts, jackets, jeans, and accessories. This collection showcased Fairey’s style by fusing pop art, propaganda, and punk culture.

Barack Obama was featured on Fairey’s renowned “Hope” poster in 2008. It symbolized the presidential campaign and made the artist famous worldwide. Despite not being an official product, this poster greatly improved Fairey’s style and brand recognition.

The company launched its first flagship location in Los Angeles in 2009. With this event, the brand evolved from an underground project to a well-known street fashion label.

In 2010, the brand added a women’s clothing line. This change expanded the brand’s market reach and solidified its place in the fashion industry.

2011, the firm worked with various musicians and artists to produce limited-edition collections and tour products. These partnerships emphasized the brand’s ties to the music and arts scenes.

The company introduced the Obey Awareness Collection in 2012, donating a portion of its sales to various philanthropic and humanitarian causes. This demonstrated the brand’s dedication to activism and social responsibility.

By launching its first outlets in Europe in 2014, the enterprise increased its global footprint and solidified its place in the street fashion industry.

To commemorate its 15th anniversary, the label released a special collection in 2016 that featured fresh takes on famous prints and reissues of vintage styles.

The Premium collection, which features elaborately designed clothes of superior quality, was introduced in 2018. This collection kept the brand’s distinctive look but targeted a more sophisticated consumer.

In 2019, the firm launched an upgraded website with increased e-commerce options, further enhancing its online presence. As a result, the brand could interact more effectively with its youthful audience, who favored internet shopping.

The same year, the company announced a partnership with prominent photographer Martha Cooper, whose images of graffiti and early hip-hop culture inspired a limited-edition apparel line.

The producer introduced the Sustainable collection in 2020, emphasizing ethical production practices and environmentally friendly materials. This program demonstrated the brand’s increasing focus on sustainable development.

The enterprise commemorated its 20th anniversary in 2021 by launching an anniversary collection inspired by historical designs and significant occasions in the company’s past. Regular fans highly praised the collection.

Additionally, in 2021, the firm added a new range of bags and backpacks to its accessories lineup, immediately catching on with the younger demographic.

In 2022, the company began a new series of partnerships with musicians and artists to further emphasize the brand’s ties to the arts and culture. The most noteworthy partnership was with a well-known street artist.

To increase its market share in Asia, the label opened several new locations in significant South Korean and Japanese cities that same year.

The producer established a brand-new program named Obey Workshop in 2023 to assist up-and-coming designers and artists. Through this initiative, the brand gave up-and-coming artists a platform to execute their creative ideas.

In addition, the enterprise kept expanding its Premium range, adding more upscale and high-tech items targeted at an increasingly mature market.

By enhancing its online presence and streamlining its physical shop network, the company also adjusted to the changing retail world.

The firm has consistently released collections that address social and political concerns, staying loyal to its origins in street art and activism. The company has stuck to its founding principles while balancing commercial success and brand uniqueness.

With its rebellious spirit and commitment to art and social change, the label has grown from an underground art project to a well-known street fashion brand.