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.

Via StreetLevel.