June 20, 2008
This brand started in 1989 when the Obey Giant campaign began. Check out what the campaign and clothing line’s founder, Shepard Fairey had to say about starting Obey Clothing: “The Obey clothing line is the logical extension of my street art campaign and a reflection of my personality. The line embodies my graphic design style, my sense of humor, my “question everything” politics, and my “basics with a twist” fashion sense. I enjoy the challenge of translating my ideas into a clothing line and potentially reaching a new audience. There is an opportunity with clothing to be creative on many levels, which is a refreshing departure from the constraints of the rectangular poster. The Obey line is also a great vehicle to foster collaborations with artists and designers that I admire. Whether I am working artistically with someone like graffiti legend, Zephyr, or receiving the honor of having Ozzy Osborne or the Misfits endorse a tribute graphic, Obey is about creating a clothing line with substance and integrity that represents the culture and defiant ideas from which I came and continue to perpetuate. I look at it this way, we all have to get up everyday and put something on, so why not mix powerful graphics, provocative ideas, mischief, humor, and style, and have a great time doing it? I wear whatever I want, and listen to whatever I want, everyday. This line is intended for people who identify with the same spirit of independence. ”
The Hundreds is HUGE, as they say. This brand runs a t-shirt business as well as an online magazine. Adds something to the shopping experience. According to their website, “At it’s core, The Hundreds is a 2-part project that houses both a clothing line and online-magazine. Both ends of The Hundreds incorporate our trademark lifestyle, attitude, and personal perspective on street subculture. The Hundreds clothing is inspired by LOS ANGELES LIFESTYLE / CALIFORNIA CULTURE and Southern California’s skateboarding, surf, punk, and hip-hop cultures. The design is also reminiscent of 1980s surf-culture t-shirts, independent skateboard company apparel of the 1990s, and the advent of “streetwear” at the end of the millennium. The line is sold in limited quantities in the world’s most prestigious streetwear and skate boutiques and has been recognized by the industry’s leading publications, such as Complex, Streetwear Today, Beinghunted, and Untitled. The Hundreds has also been featured as a cover story in such media as the New York Times Magazine, Giant Robot, KoreAm and MuchMusic Television. The Hundreds is Huge.”
SHOP THE HUNDREDS
Beautiful/Decay was started in Virginia in1996 by founders Amir Fallah and Jay Littleton back when they were in high school. It started off as a black and white zine. The name comes from a quote from a graffiti zine and Amir felt that it properly described art and underground culture. Beautiful/Decay created an artist-designed apparel line in early 2006. The founders have made an effort to support emerging and established artists through the publication. As an example, each of the artists whose work is featured on the magazine’s highly successful, one-of-a-kind T-shirts has previously contributed to B/D, creating a line that acts as wearable art The shirts are available online (indiemerchstore.com/beautifuldecay) and at high-end boutiques worldwide.