Obey Shepard Fairey: Start Buying “Obey X” Levi’s on October 29th, 2009

You know Shepard Fairey from his Barack Obama Hope posters of last year and of course his related legal troubles from this month, right? (Always remember, when you borrow from others, it’s “fair use” but when others borrow from you, it’s cease and desist time for the infringing “parasites” - inn’t that right, Shepard?)  

Anyway, brace yourself for this Thursday when Shepard and our corporate overlords at Levi’s team up for the debut of the “Obey X Collection.” See?

“The highly-collectible Obey x Levi’s® capsule collection will be carried exclusively at select Levi’s® Store locations in New York City, San Francisco, Chicago and Santa Monica and at Levis.com.  A limited number of pieces will also be available at www.obeyclothing.com.  The collection will be available beginning October 29 and will range in price from $34.50 to $148.   To commemorate the launch of the collection, on October 29 Fairey will unveil a series of four new poster designs at a live art installation outside The Levi’s® Store in New York City’s Times Square.  Once Fairey completes the installation, he will meet-and-greet event participants while autographing free museum-quality reproductions of his new posters.”

It’ll look like this. Just $37.78 for a grey T-shirt:

obey-levis-2009-fall-winter-collection-5 copy

But there’s more:

“The series of four limited-edition Shepard Fairey posters will be given away as a free gift, while supplies last, with the purchase of any item from the Obey x Levi’s® collection in the following Levi’s® Store locations: Times Square and Soho in New York City, Union Square in San Francisco, Santa Monica and Chicago.  The front side of each of the four double-sided posters features artwork that exists as a stand-alone piece.  The reverse side of each poster also includes one piece of a oversized mural image specially designed by Fairey.”

obey-levis-2009-fall-winter-collection-3 copy

That’s not dirt, it’s paint from all those nights you’ve spent tagging:

obey-levis-2009-fall-winter-collection-4 copy

“Think & Create” and “Paint and Destroy”:

obey-levis-2009-fall-winter-collection-6 copy

Is Obey “the new Ed Hardy,” or something? One thing’s for sure kids – quality will be higher and the cost cheaper compared to what Shepard normally offers.

See you at the Union Square Levi’s (300 Post Street) this Thursday!

Remember, Obey.

p1080089 copy

S.F. is 40 years old. (40 going on 28, or 17, or something.)

All the deets after the jump.

World Renowned Street Artist Shepard Fairey and the Levi’s(R) Brand Team Up To
Unveil New, Limited Edition Collection

The pioneering jean company partners with Fairey and OBEY Clothing to
co-design collectible denim styles and debut original Fairey artwork and a new
poster graphic for the Levi’s(R) brand

This October, the Levi’s® brand – the name responsible for the invention of the blue jean – continues its ever-evolving relationship with acclaimed street artist Shepard Fairey by unveiling Obey x Levi’s®, a collection of co-designed, street-inspired styles for men.  Obey x Levi’s® is a celebration of the renegade spirit embraced by both pioneering partners and features denim silhouettes, distress details, and finishes inspired by Fairey’s personal collection of Levi’s® jeanswear and collaboratively developed by Levi’s® and Fairey.

The highly-collectible Obey x Levi’s® capsule collection will be carried
exclusively at select Levi’s® Store locations in New York City, San Francisco,
Chicago and Santa Monica and at www.levi.com.  A limited number of pieces will
also be available at www.obeyclothing.com.  The collection will be available
beginning October 29 and will range in price from $34.50 to $148.   To
commemorate the launch of the collection, on October 29 Fairey will unveil a
series of four new poster designs at a live art installation outside The
Levi’s® Store in New York City’s Times Square.  Once Fairey completes the
installation, he will meet-and-greet event participants while autographing
free museum-quality reproductions of his new posters.

The series of four limited-edition Shepard Fairey posters will be given away
as a free gift, while supplies last, with the purchase of any item from the
Obey x Levi’s® collection in the following Levi’s® Store locations: Times
Square and Soho in New York City, Union Square in San Francisco, Santa Monica
and Chicago.  The front side of each of the four double-sided posters features
artwork that exists as a stand-alone piece.  The reverse side of each poster
also includes one piece of a oversized mural image specially designed by
Fairey.

“I’ve always felt that keeping my art bold, simple and refined was a  way to
cut through the clutter, and it’s a formula that Levi’s®  has been using for
decades that keeps them accessible and populist yet stylish and relevant,”
said Shepard Fairey.  “The posters I created for Levi’s® are returns to the
roots of my style: one side with an industrial propaganda poster feel that
connects with the heritage of Levi’s® as a brand for workers, and the reverse
side reflecting my other biggest influence, punk rock, and the connection of
Levi’s® to punk and rock in general.”

“Shepard Fairey is a groundbreaking innovator who has changed the way art is
perceived and consumed in our world today.  His revolutionary work uniquely
reflects the optimistic, pioneering spirit of the Levi’s® brand, making Obey x
Levi’s® a truly authentic collaboration,”  said Doug Sweeny, vice president of
Marketing for the Levi’s® brand.  “As fans and loyal supporters of Shepard’s
pioneering art, we are proud to introduce this special clothing collection
rooted in Shepard’s favorite Levi’s® styles.”

A graduate of the prestigious Rhode Island School of Design, Shepard Fairey
was catapulted to super stardom last year when his “Hope” poster became the
predominant image of President Obama’s successful campaign.  But it was
Fairey’s “Obey” guerilla art campaign that first gained mass attention nearly
a decade ago.  His now infamous “Obey” images of Worldwide Wrestling
Federation star Andre the Giant continue to appear on public canvases
worldwide today and inspired Fairey to create OBEY Clothing – a collection of
street and skate-inspired apparel he introduced in 2001.

Fairey’s unique art and view of the world captured the attention of many fans
at Levi’s® and in 2002, the brand proudly sponsored Authentik – one of
Fairey’s first art shows.  The show, which was held at the Levi’s® Vortex
Gallery in the San Francisco Levi’s® Store, marked the beginning of the
relationship between Fairey and his favorite denim brand.  Since then, there
have been several collaborative projects including a series of one-of-a-kind
“Obey” 501® jean art pieces, a timeline portrait collection of punk and rap
music trailblazers and a silk-screened image of Levi Strauss that Fairey
created to pay homage to Levi’s® jeans founder.  Earlier this year, the
Levi’s® brand proudly sponsored Fairey’s first-ever, career retrospective
museum exhibition at the Institute of Contemporary Art in Boston.  Levi’s and
Fairey® also created a co-designed denim tote bag that was sold exclusively at
the ICA Boston’s museum shop to commemorate the show and benefit the museum.

The launch of the Obey x Levi’s® collection is the latest result of the
ongoing collaborative relationship between Levi’s® and Fairey relationship.
The line consists of a tightly-edited assortment of eight essential menswear
pieces that showcase fits, finishes, rips, patches and design details selected
by Fairey and inspired by his personal collection of Levi’s® denim.  Each
piece is a hand-customized original, punctuated by “spray paint” drip details,
stenciled art imagery, pins and “wear and repair” finishing touches.  The
collection is replete with exclusive branding details including an “Obey”
Giant tab-device that lives alongside the iconic Levi’s® Red Tab and a
“Two-Horse” rear waistband patch that also includes a stylized “Obey” Giant
face.

Artfully executed, the Obey x Levi’s® collection is aggressively worn to evoke
the look and feel of one’s favorite pair of jeans.  Each pair of jeans, denim
jacket and flannel shirt comes with a specially designed, co-branded bandana.
The collection consists of:

    –  Obey x Levi’s® 511 Skinny Jean in black over-dyed denim with various
        distressed “Obey” patch details.
    –  Obey x Levi’s® 514 Slim Straight Jean -The jeans Fairey wears
        modernized with a dimensional, textural finish, custom destruction and
        “Obey” patchwork.
    –  Obey x Levi’s® “Spray It” Trucker Denim Jacket featuring spray-paint
        drip details, a sewn-in black French terry hood, covert interior
pockets
        and custom artwork throughout the interior of the jacket.
    –  Obey x Levi’s® “Bomb” Trucker Denim Jacket, in a black, top-coated,
        blue denim punctuated by a tonal black spray-painted surface, “Obey”
        patches, herringbone tape inserts, covert and custom, exclusive
artwork
        sewn into the jacket’s interior.
    –  Obey x Levi’s® Overdyed Flannel Woven Shirt, featuring pigment, spray
        paint and bleach drip details and custom surface patches.

    –  A series of three Obey x Levi’s® super soft, aged t-shirts, each
        featuring collaborative artwork.
The Obey x Levi’s® collection is the latest in a number of art and design
alliances introduced by the Levi’s® brand.  Recent collaborations include
clothing collections developed with Robert Geller, Engineered Garments,
British art sensation Damien Hirst, and The Andy Warhol Foundation for The
Visual Arts; a poster series conceived by famed graphic designer Stefan
Sagmeister and a series of marketing campaign images captured by acclaimed
photographer Ryan McGinley.

About the Levi’s® Brand
The Levi’s® brand epitomizes classic American style and effortless cool.
Since their invention by Levi Strauss in 1873, Levi’s® jeans have become the
most recognizable and imitated clothing in the world-  capturing the
imagination and loyalty of people for generations. Today, the Levi’s® brand
portfolio continues to evolve through a relentless pioneering and innovative
spirit that is unparalleled in the apparel industry.  Our range of leading
jeanswear and accessories are available in more than 110 countries, allowing
individuals around the world to express their personal style.  For more
information about the Levi’s® brand, its products and stores, please visit
http://levi.com.

About Shepard Fairey
Shepard Fairey was born in Charleston, South Carolina in 1970 and currently
lives and works in Los Angeles, California.  He received a BA from the Rhode
Island School of Design in 1991.  He has had recent solo exhibitions at White
Walls Gallery, San Francisco (2008); Merry Karnowsky Gallery, Los Angeles
(2007); Jonathan Levine Gallery, New York (2007); Stolen Space, London (2007);
and Galerie Magda Danysz, Paris (2006).  His works are in the collection of
the Victoria and Albert Museum, London; the Los Angeles County Museum of Art;
and the Museum of Contemporary Art, San Diego. Fairey is also the founder of
Studio Number One, a graphic design company.

About OBEY Clothing
OBEY Clothing, launched in 2001, was founded as an extension of Shepard
Fairey’s Obey art campaign.  Melding styles and influences of Shepard, OBEY
Clothing reflects a changing landscape of style by taking cues from classic
work wear to more forward design as well as cultural or geographic movements
and personal experience.  Heavily impacted by music such as classic rock, hip
hop and punk in addition to pop culture references, political and anti war
imagery, there is a lot for the designers to pull inspiration from and create
diversity in style.

Since its inception, OBEY Clothing has quietly become an underground success
by transitioning Shepard’s iconic poster art into a legitimate, respected
clothing label.

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