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The OBEY X LEVI’S® Project – 10/29 – Times Square Live Installation Event and Collaboration Release! The launch of the Obey x Levi’s® collection is the latest result of the ongoing collaborative relationship between Levi’s® and Fairey relationship.
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. 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
OBEY X LEVI’S scaffolding went up in Times Sq this week –Traffic stopped at the huge plywood signage was hoisted on to the steel frames, as groups of fans gathered to capture the moment. On 10/29, Shepard will create a live art installation on the outside façade of this scaffolding in front of the Levi’s store in Times Square at 7pm. Poster signing will follow the installation. A video of the process will be posted to YOU TUBE shortly after the install.
Inspired by the Levi’s GO FORTH campaign shot by Ryan McGinley, and the words of poet Walt Whitman, Shepard’s version of the American Pioneer will debut at this event and he will sign this new graphic-immediately after the live installation. The PIONEER graphic is featured on the reverse side of four stand-alone images that combine to showcase the new image.
The OBEY X LEVI’S line is extremely limited and consists of 8 pieces that showcase with details selected by Fairey and inspired by his personal collection of Levi’s® denim. The collection even has an “Obey” Giant red tab- next to the Levi’s Tab. Each piece of the Obey x Levi’s® collection, jeans, denim jacket and flannel shirt comes with a specially designed, co-branded bandana with the OBEY MANIFESTO.