'Hope' creator Shepard Fairey to design Levi's collection

27 Oct '09

5 min read

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. The collection will be available beginning October 29.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.

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