Reverse psychology, prints that unmask itself as propaganda and a totally new kind of individual designs. What’s behind this brand called Obey whose name obviously is a provocation already? It is a famous artist and illustrator called Shepard Fairey who is influenced by the skate culture, popular culture, marketing and political campaigns. He founded the streetwear label Obey Clothing in 2001 with the goal to bring people to question and stop the unreflected absorption of advertising, pictures and influences of our every-day life. The designs represent the artistic genius, the cultural influences and the political attitude of Shepard, but they also support autonomous thinking. This makes Obey a brand for everyone loving to provoke, searching for individual styles or just being a fan of Shepards awesome work! The medium is the message.