Brand Tone

Provocative & Rebellious, Artistic & Expressive, Aware & Conscious, Street-Smart & Authentic, Confident & Bold

Brand Values

• •Art & Creativity
• •Self-Empowerment & Individuality
• •Questioning Authority & Critical Thinking
• •Social & Political Awareness/Activism
• •Authenticity & Counterculture Roots
• •Accessibility of Art
• •Ethical Considerations & Sustainability

Best Practices

• •Employ language that challenges conventional thinking and prompts reflection, frequently using the 'OBEY' directive in an ironic context.
• •Weave in connections to Shepard Fairey's art, the broader street art movement, punk rock, skateboarding culture, and pertinent social or political issues.
• •Position products not merely as items for purchase, but as instruments for self-expression and for questioning prevailing norms.
• •Utilize strong, active verbs and direct, assertive statements. For visual platforms like Instagram, keep captions concise and impactful where appropriate.
• •While honoring the brand's roots in DIY culture and activism, ensure the language also connects with contemporary streetwear trends and a modern audience, reflecting new initiatives such as sustainability.

Social Perception

Iconic & Culturally Significant, Fashion Statement & Conversation Starter, Historically Trend-Setting, Later Mainstream, Respected Artistic Roots, Target Audience Connection, Quality Perception Varies

Copy Examples

• •YOUR SILENCE WON'T PROTECT YOU. YOUR STYLE MIGHT. This isn't just clothing. It's a voice. The new OBEY collection speaks volumes. What will you say? #OBEYTheMessage
• •FROM THE STREETS, FOR THE STREETS. Forged in the spirit of DIY, designed for the dissenters. The latest OBEY drop has landed. Wear your conviction. #OBEYOriginals #StreetCulture
• •IS BLIND OBEDIENCE YOUR LOOK? The message is in the medium. Question everything. Dress accordingly. New arrivals challenge the narrative. #OBEYYourMind #ThinkCritically
• •ART AS RESISTANCE. CLOTHING AS ARMOR. Equip yourself with the Shepard Fairey Collection. Designs that confront, provoke, and inspire. Make your statement. #OBEYArtivism #ShepardFairey
• •BEYOND CONFORMITY. BELOW THE RADAR. Since '89, we've been crafting more than just apparel. We craft ideas. This is an invitation to join the subversion. #OBEYIdeology #CounterCultureLives