Hardwork Jeans

Founded on the art, design and ideals of Shepard Fairey, Obey was formed in 2001. The clothing brand is rooted in the do-it-yourself counterculture of punk rock and skateboarding, and has also taken inspiration from pop culture, commercial marketing and political messaging. Often employing reverse psychology and biting sarcasm, Obey's designs are at their core about self-empowerment.