You always want to stand out from the crowd. Regardless of the time of the year and the weather outside, there is a desire to look stylish. At the same time, I want clothes and accessories to be not only fashionable, but also comfortable. This is where OBEY comes to the rescue. What is this brand, what does it do and what products are of interest to customers? All these and many other questions will be covered in this article.
Art promotion
Many people have probably heard or even seen OBEY clothes at least once. What is this new trend in fashion? Let's turn to history. This brand was developed in 1989 by Shepard Fairey. As a student at the Rhode Island School of Design, in one of his lectures, out of boredom, he drew an emblem for a sticker, where “Obey” was written in large letters - OBEY. That this would be the beginning of a world-famous campaign promoting street art and the rejection of imposed values, Shepard could not imagine. However, the origins were laid, and gradually the idea arose in the head of the designer to createa direction that will assert itself on its own.
Inspiration
The short but capacious word OBEY has become the slogan for a whole propaganda campaign. Obey, Shepard's posters said. At the same time, the source of inspiration for the creation of the first work of Fairy was the film They Live directed by John Carpenter. According to the plot of the film, the main character Roddy finds several pairs of sunglasses, wearing which, he sees the world as it really is. Without embellishment and lies. In this world, people live on autopilot, submitting and obeying some extraterrestrial forces that want to seize power throughout the country and the planet.
Campaign launches and worldwide distribution
Initially, his drawings were only parodies of America's political propaganda. Popular was his sticker of President Barack Obama with the inscription Hope ("Hope"). The propaganda movement spread all over the world: posters, posters, stencils - in many countries you can find Shepard's work. By the way, he also became the hero of a small episode of a film about street art called "Exit through the gift shop." The OBEY brand has its roots in the subculture of punk rock, skateboarding and other areas, where there is a pronounced Do It Yourself line, which means “do it yourself”. That is, Shepard wanted to convey to the public the idea that the "garage" style is not just a way to rebel against the world, but also to show your individuality, declare your abilities and force the world to obey. Andnot vice versa. Gradually, elements of commercial marketing were added to the subcultures of gates and streets. It turned out to be a very impressive result: with the help of a mixture of styles and a bit of sarcasm inherent in the very name of the brand, Fairy managed to attract a lot of attention to her "brainchild".
From graffiti to fashion design
At the very beginning, it was just a direction in art: stickers, drawings, full-fledged canvases with the OBEY signature. That this would develop into something more than just a way of self-expression, Shepard realized only at the end of 2000. It was then that the idea came to his mind to promote his brand through clothing. It has become a kind of direction, expanding the range of his work and allowing more people to tell about his desire to rebel against the ordinary and make the world obey ordinary people. Womenswear, menswear, OBEY hats and baseball caps, each piece of the collection is inspired by the blending of military style, workwear characteristics, and the developments that inspired Shepard's early fine arts.
Rejection of the gray crowd
In collaboration with designers such as Mike Ternosky and Erin Wignall, Fairey developed the first collection that was a complete reflection of his ideals, dreams and philosophy. Of course, the brand name was OBEY. The clothes appealed to representatives of various segments of the population. They were attracted by the simple and stylish look. Brand owner OBEY throughits development seeks to talk about multiple achievements in subcultures. At the same time, Shepard wants to show that you should move towards your goal, realizing its significance, and at the same time not forget about others.
If you try to understand the essence of the concept of "outerwear", you can distinguish two main groups. The first category includes elements and details of the wardrobe, which are no different from many others and in no way distinguish their owner from the boring gray crowd. The second group helps to emphasize the person's belonging to a particular subculture. It is to the latter category that OBEY clothing belongs. Caps, photos of which are presented in the article, hats, women's and men's clothing - all this together indicates that a person belongs to a group of fans of "street style". Urban Style brings together many young people who lead a dynamic and far from boring lifestyle. That is why all the outerwear of the brand in question is a combination of characteristics such as comfort, coziness, style and protection.
Two clothing lines
Pants, shirts, caps, jackets, T-shirts, sweatshirts and hats OBEY have a wide range of models, presented in different colors. Some wardrobe items are made in unisex style. This allows both boys and girls to experience the OBEY culture. The company currently produces two lines of clothing: women's and men's. Each of them is a set of accessories and wardrobe items, as they say, "from top to bottom." Skirts, dresses, ties, T-shirts,bikes, vests, jackets, beach suits and various accessories - all this and much more can be purchased by a girl who likes a bright and free "street style". The male half will enjoy the abundance of comfortable and high-quality products of the highest quality, such as jeans, T-shirts, jackets, caps, etc.
