1. Current Obey Awareness Campaign on African Dream Initiative which helps children in Africa get the resources
needed to become future leaders in Africa.
Brave Brands: OBEY
It all started with a sticker of “André the Giant Has a Posse” created by Shepard Fairey in 1989 that
evolved into a street art campaign around the world. Fairey was a street artist who wasn’t well-
known during those times but, was known for using art to promote his ideologies of self-
empowerment.
In 2001, Obey became a clothing brand and a way for Fairey to expand his art in a new form. His
message was to inspire people to be aware of current events in the world, to evoke curiosity and
develop their own questions and ideologies regarding politics and culture.

2. In 2008, Fairey displayed his most iconic work yet. During the presidential election, Fairey created the
Barack Obama “Hope” poster in support of Obama’s candidacy for President of the United States.
The art had an effect on people and embodied Fairey’s message. The New Yorker even said the poster
was the most successful political illustration since the Uncle Sam “I Want You” poster. As the election
went on the poster took on two additional revisions, one with the word “VOTE” and the other with the
word “CHANGE.”
The Obey brand has the most influential and powerful messages to its masses. Obey wants people to
experience the art and start thinking about their surroundings. The great thing about Obey as a brand is
it’s relatable to all groups of people. Fairey is popular in the world of skateboarding and punk rock, and
as a result the brand has taken on a whole new younger audience. By exposing the youth to the world
and politics in an interesting way, it motivates them to form their own opinions into adulthood. As youth
becomes more involved in culture, it makes for a better future for the world.
The Obey brand is change. It is ideology. It is experience. It is counterculture.