SHEPARD FAIREY, ONE OF THE MOST IMPORTANT ARTISTS OF THIS GENERATION, has recently turned his fame into an alliance with Levi’s. The new brand, called Obey x Levi’s, will be a limited-edition selection of t-shirts, jackets and jeans. Fairey recently created an installation in the NYC flagship Levi’s store, and signed 4 new poster reproductions for the event.
I remember photographing Fairey’s “Obey” graffiti in NYC in the early to mid-1990s, thinking how strange and cool the images were. Fast forward to today—the images are on Levi’s. Who would have thunk? Certainly not Shepard, I’ll bet. Funny how things happen.