Fall Fashion Preview: Obey Giant

Avoid Poseur Fashion at All Costs

For those who haven't heard of Shepard Fairey's so-called revolutionary 'experiment in phenomenology' should be considered somewhat fashion ignorant, at this point. It started in the 90's with artist Shepard Fairey working at a skate shop, learning the art of cut-and-paste, and embellishing punk band logos on his t-shirts. From there, the 'Andre the Giant has a posse' movement was created, with Fairey bombing the streets in an attempt to further his street cred.

But this is 2006, and Shepard Fairey's Obey Giant campaign is jaded. On one hand, Shepard is still making visually stunning art (and subsequently getting arrested for pasting it in public places), and on the other hand he's rolling around in piles of sweaty dollar bills. He is still embellishing those old punk band logos - utilizing nostalgic art and punk stylings for his own - and has raised himself to a fashion entrepreneur. With apparel being distributed internationally, the Obey Giant campaign indeed has become a phenomenon. Jeans, jackets, hats, hoodies, t-shirts - you name it and Obey Giant makes it. In corporate clothing seasons such as fall, no less.

But is it fashionable?

Arguably, yes - it was. Obey Giant, while it was still rising earlier in the millennium, made clothing reminiscent of historic socialist designs. T-shirts even featured Mao's head, with an ironic Obey text scrawled above. The clothing was basic, utilitarian. It was inconspicuous; perfect gear for the graffiti-worshipping outlaw street artists that comprised its niche. Basic, earth tone colors adorning conservative designs that would never have been worn if it weren't for that little Andre the Giant face.

But that was then. Nowadays, the Obey Giant brand is featured in a number of corporate marketplaces, including Urban Outfitters. T-shirts are still the focus for Shepard Fairey's designs and they're still visually stunning. They'd be fashionable - if they weren't so dang unethical and embarrassing.